Gossard has become the latest lingerie brand to pledge its support for CoppaFeel!’s #BraHijack campaign.
The brand will place the charity’s breast-checking reminder labels in all of its future lingerie collections, including best-selling lines such as Glossies, EgoBoost and SuperBoost Lace.
Gossard managing director Tony Jarvis said: “We are very proud to be supporting CoppaFeel! and the Bra Hijack campaign. Kris and her team work tirelessly to raise awareness up and down the country and hopefully today’s announcement will help to spread the word even further.”
The labels will start appearing in all future production lines and are due to be in circulation from 2015 onwards.
Kristin Hellenga, CEO and founder of CoppaFeel!, said: “We’re over the moon that Gossard has committed to putting our reminders in all their bras. This is a huge step towards ensuring all women check themselves regularly and breast cancers are diagnosed early. I have personally been wearing Gossard for years, even since my mastectomy, so even for me, this is very exciting.”
“Gossard stocks bras that appeal to younger women, and they are the ones who need to start thinking about their boob health today,” she added.
Large-cup British brand Curvy Kate and online retailer Very.co.uk were the first companies to sign up to BraHijack, followed by Tutti Rouge and Lepel in November, and Panache in February.