A new collection of bras will help in the fight against breast cancer.
British fashion brand Boohoo has unveiled the Life Saving Lingerie bra collection, created in collaboration with breast cancer charity CoppaFeel!. This underwear will not only serve its purpose, but is also intended to encourage women to check for any signs of breast cancer.
Research by Breast Cancer Now shows that less than half of women in the UK regularly check their breasts for signs of breast cancer. And almost one in ten never checked at all. At the same time, the main reasons why regular checks are not performed are banal forgetfulness, as well as lack of confidence in the check. However, early detection of the disease is very important.
The collection includes three models that differ in patterns and shapes. A detailed illustrated description of the entire procedure will be supplied with them, explaining its importance and addresses of points where a full check can be carried out. Boohoo also promised to donate to CoppaFeel! £5,000 to further raise awareness among young girls about how and why to check their breasts. This will keep cases with late detection to a minimum.
The idea of creating such "protective" underwear came from the creative agency Joyride. Its release coincides with Breast Cancer Awareness Month.