Primark to launch 49-piece Breast Cancer Awareness collection, featuring new affordable post-surgery breast forms and pockets

• ‘We’re with you’ campaign focuses on the support needed for those affected by breast cancer at all stages of their journey.
• Primark’s latest 49-piece Breast Cancer Awareness collection includes specialist post-surgery bras, new breast forms and pockets that are available all year round.
• Primark will also donate over £1 million to cancer charities across Europe and the US including £300,000 in the UK, which will support Breast Cancer Now’s Someone Like Me service. 

Primark is set to launch its annual Breast Cancer Awareness campaign next week. This year’s ‘We’re with you’ campaign raises awareness of the importance of breast-checking and the support needed at all stages of breast cancer. The campaign spotlights three women on their own breast cancer journeys in Primark windows of over 470 stores globally and across its social media and digital channels. Through videos and imagery, they share what support means to them and the importance of regular breast-checking.

Primark’s campaign also includes its largest ever 49-piece Breast Cancer Awareness collection which is made up of two ranges and new affordable products:

• The post-surgery range features specialist products developed by and for women affected by breast cancer which are available all year round. For the first time, this includes new Primark breast forms which fit into a bra, replacing the shape of a breast post-surgery and are made using soft moulded foam, making it light and comfortable to wear. Breast forms are available for both right and left bra cups, in five sizes including S, M, L, XL and XXL in selected stores for £6. Primark has also launched post-surgery breast pockets which can be clipped onto any bra and used to insert a breast form. The breast pockets also come in right and left, and in black and white colour options and cost £6. Both of these products have been developed with the support of Primark colleagues and contributors who have had first-hand experience of breast cancer.

• The post-surgery range also includes a zip front wireless bra with concealed zip and a t-shirt bra which fastens at the front, designed for comfort and to be easy to take on and off post-surgery. All post-surgery bras have cotton or modal linings which ensure softness and are available in a variety of colours including black, white, soft pink and mocha.
• The solidarity range is a limited-edition range available to mark Breast Cancer Awareness Month featuring hoodies, t-shirts, nightwear and underwear. New to the range this year are the sculpted cardigan, pyjamas made from modal for extra softness in a new oatmeal colour, lip butter balm, glazed coffee cup, hydrate gel mask, overnight recharge cream, wrap around striped pyjamas and oversized zip up hoodie.

Prices start from £4.50 and the collection is available in all stores across all markets and on Click & Collect in Great Britain from 1st October.

Kari Rodgers, UK Retail Director at Primark, said: “Primark is committed to supporting women for life. We want women at all stages of their breast cancer journey to feel supported, strong and confident. That’s why we’re supporting Breast Cancer Awareness this October and all year round. Through our charity partnerships, we’re using our stores, social media and digital channels to raise awareness and educate people about breast health and the importance of self-checking for early detection.

 We know that having breast cancer can be a really difficult time to navigate in lots of ways and can often be expensive too. We’re so proud of this year’s specialist product range for women affected by breast cancer which includes our new breast forms and pockets, at affordable prices. We were led by colleagues and collaborators with first-hand experience of breast cancer to understand our customers’ needs so we can better support them on their breast cancer journey.”

Lizzie Iredale director, high value partnerships and campaign at leading support and research charity Breast Cancer Now said: “We’re delighted to be partnering with Primark once again this Breast Cancer Awareness Month and are extremely grateful that the funds they are raising will help us support more people through our Someone Like Me service.

This vital service matches people with a trained volunteer who’s had a similar experience so that no one faces breast cancer alone. Last year, the funds raised through our partnership with Primark enabled volunteers to make thousands of hours of personalised calls to people in need of support, information and comfort at an incredibly difficult time in their lives following a breast cancer diagnosis.

With one woman diagnosed with breast cancer every nine minutes, and one man every day in the UK, our work is more important than ever. Primark’s support means we can provide tailored support to even more people affected by breast cancer as well as helping us raise vital breast awareness through their in-store activations, ultimately moving us closer to realising our ambition that by 2050, everyone diagnosed with breast cancer will live and live well.”

The campaign, now in its fifth year, sees a donation of over £1 million to cancer charities across Europe and the US, £300,000 of which is donated to Breast Cancer Now in the UK. In addition to the global donation of more than £1 million, Primark is inviting colleagues and customers in store to join fundraising initiatives and activations, with the hope of meeting an ambitious target of raising an additional £1 million for cancer charities. To date, Primark has donated over £5 million to cancer charities, with the much-needed funds going towards raising awareness, research and support for cancer services.