Online fashion giant ASOS has become the latest retailer to commit to CoppaFeel!’s #brahijack campaign.
From July, ASOS will introduce breast-checking reminder labels into all of its own-branded lingerie, including bras, bralettes and bodies.
Launched in October 2013 by breast cancer charity CoppaFeel!, BraHijack is an ongoing campaign to educate people on the importance of checking their breasts regularly and knowing the signs and symptoms of breast cancer.
It was an ambition of CoppaFeel! founders Kris Hallenga and her twin sister Maren to start the project when they launched the charity, just one month after Kris herself was diagnosed with breast cancer in 2009.
Large-cup British brand Curvy Kate and online retailer Very.co.uk were the first companies to sign up to BraHijack, and now more brands, including Gossard, Panache, Lepel and Tutti Rouge, are following suit.
Commenting on the partnership with ASOS, Kris said: “It’s awesome ASOS have committed to #BraHijack. Their reach to young people is amazing and it’s a dream to work with them. We can’t wait for the lingerie to go live and for them to help us spread the boob check love.”
ASOS corporate responsibility manager Cressida Dimmock added: “We are proud to use our influence among our twenty something audience to keep them well informed and healthy and are proud to support the CoppaFeel! Campaign.”