H&M launches bra collection for breast cancer survivors

H&M is launching its first-ever bra collection for breast cancer survivors, inspired by one of its employees.

The fashion retailer has unveiled its brand new “Close to My Heart” collection — a series of three bras designed for women fighting the disease.

The bras, which come in neutral tones and offer the option of a racerback style, fast-drying sports bra and a soft-cup bra with ventilating mesh pockets, crafted from either lace or microfiber, came about after one of the Swedish brand’s employees struggled to find affordable, fashionable underwear following her diagnosis.

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All proceeds from the sales of the capsule collection will be donated to the American Cancer Society (ACS) — a charity the retailer has been working with since 2005. The fashion giant hopes to raise a total of $125 000 for the organisation, which focuses on research funding, education and advocation, throughout Breast Cancer Awareness Month.

The collection is the latest in a string of conscientious fashion initiatives from H&M — last month the company joined forces with the wildlife conservation organisation WWF on a sustainable children’s clothing series, in addition to launching its first-ever Fall/Winter Conscious Exclusive collection, incorporating recycled materials.

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