Breast cancer awareness charity CoppaFeel! is appealing to the lingerie world to introduce labels carrying breast-checking reminders to all bras sold in the UK.
Large-cup British brand Curvy Kate and online retailer Very.co.uk have already signed up to the project, and CoppaFeel! will urge more lingerie companies to do the same when it launches the #BraHijack campaign at the Cosmopolitan Lingerie Fashion Show this month.
Curvy Kate has committed to adding the reminder label, which will be sewn next to the care label, to all bras sold after January 2014, and Very.co.uk will place it in 30,000 bras in its Sorbet Flirty Lace range in the same year.
The #BraHijack campaign is part of CoppaFeel!’s objective 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 campaign when they launched the charity, just one month after Kris herself was diagnosed with breast cancer in 2009.
But the sisters wanted to build strong working relationships with lingerie companies before they asked them to pledge their full commitment to the project.
“We came up with this idea from day one of starting CoppaFeel!. It was kind of a dream and we thought if it’s going to be done it needs to be done right and we need to make sure that all of the lingerie industry gets involved, not just one brand,” said Hellenga.
Last year, the charity struck a partnership with Panache, which donated a percentage of its sales from its pink Panache Sports bra to the CoppaFeel! cause.
“This campaign is obviously a bit different,” said Hellenga. “We’re not asking for funds, we’re asking for brands to make an ultimate commitment to make women change the way they look at bras and see them as healthy reminders to check their boobs.”
The CoppaFeel! chief executive said she expects to see more lingerie brands supporting the #BraHijack campaign in the near future.
“It’s going to come to the stage where brands see other brands getting on board with this and realise that actually this is something that needs to happen,” she said.
“Personally, I don’t really understand how some lingerie companies don’t support a breast cancer charity or a women’s charity. It certainly lets the customers know that they have got their best interests at heart. It’s nothing but good.”
CoppaFeel!, a London-based charity, will launch the #BraHijack campaign on October 14 at the Cosmopolitan Lingerie Show, which will bring together some of the biggest lingerie brands on the high street, including Figleaves, Gossard, Curvy Kate, Freya and Rigby & Peller, to showcase their latest collections.