Life and Style Writer Millie Gibbins, discusses the launch of the new H&M ‘Close to My Heart Collection’ in support of Breast Cancer Awareness
H&M released a new collection of bras called the ‘Close to My Heart’ collection in October for Breast Cancer Awareness Month. The bras are designed for breast cancer survivors or women still fighting the disease, especially those who have undergone a single or double vasectomy, with the structure of their breasts changing from this, making traditional lingerie uncomfortable to wear. The ‘Close to My Heart’ collection was inspired by a H&M employee, who struggled to find bras that were stylish yet comfortable after surviving her diagnosis. There are three bras in the collection, a soft-cup bra, a sports bra and a lace bra, all made from materials that will give extra support, some having ventilated mesh pockets to add that extra comfort. The bras look no different to any other lingerie you would find on H&M’s shelves, yet they were built with cancer survivors in mind, with the material covering more of the breast, and the mesh pockets being built for the prostheses. However, women who haven’t had a mastectomy can also wear these incredibly comfortable bras. H&M have said, “We want to provide fashion for everyone and offer our customers the ability to look and feel good.” The charity Breast Cancer Care UK advise on their website that one year after breast surgery, you should seek styles with soft seams, full cups, minimal detailing, avoiding bras with underwire and cup separation; all of which appear in H&M’s new designs.
Although the bras are now no longer available to buy, 100% of profits made on the bras have been donated to the American Cancer Society, a charity H&M have worked with for years. They met their target of $125,000 by also giving shoppers the option to round their shopping up to the nearest dollar, which was then matched by H&M up to a value of $25,000. So even if you weren’t buying a bra, your purchase at H&M helped, even if just a last-minute checkout purchase of a classic H&M £1.39 lint roller. This isn’t the first conscientious campaign by H&M, last month they joined forces with WWF to make children’s clothes more sustainable, using recycled or other sustainably sourced materials and donating 10% from the sale of each item towards WWF’s conservation work. Anna Gedda head of sustainability at H&M says, ‘we have set the goal to only use recycled or other sustainably sourced materials by 2030’ in a bid to become more environmentally sustainable. Similarly, in July, H&M stopped airbrushing their bikini models, showing photos of them with body hair, stretchmarks and scars to boost body positivity. H&M seem like they’re taking a step in the right direction, and listening to customers – they’re hearing consumers concerns and doing something about it. H&M have a whole page on their website dedicated to sustainability and all the amazing projects they’re doing, these are only a few. The ‘Close To My Heart’ collection was a huge success, promoting body positivity as well as raising vital funds for ACS, and is only a minute part of the great things they’re doing – well done H&M, keep up the good work!