Freya has become the first lingerie and swimwear brand to take part in the Ice Bucket Challenge to help raise money for Macmillan Cancer Support, as the charity trend spreads beyond support for those with amyotrophic lateral sclerosis (ALS, motor neurone disease).
The label roped in TV personality, Ashley James, to take on the challenge at the Sanctum Hotel in London.
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The former Made in Chelsea star wore a Freya swimwear set as two buckets of ice-cold water were poured on her.
Freya head of marketing Ann Marie Manley said: “We are always fundraising at the Freya HQ, but felt this would be a fun viral campaign to get involved with – as it has already caused quite a stir in the US with the bikini clad stars we hope to raise awareness of the charity in the UK through our social outreach.
“So, if you do share the #AsCoolAsFreya Ice Bucket Challenge video, please be sure to donate to Macmillan. We would love to say a huge thank you to Ashley for daring to wear a Freya bikini and shower in ice cold water.”
The Ice Bucket Challenge was kick started by the ALS Association in the US, and now UK charity Macmillan Cancer Support has set up its own page on how to undergo the challenge and donate.
Other celebrities who have been drenched in the name of charity include Simon Cowell, David Beckham and Lady Gaga.