Marks & Spencer’s head of lingerie design says the retailer hopes its latest collection designed in collaboration with model and actress Rosie Huntington-Whiteley appeals to the mass market.
The department store chain has released a special 19-piece collection after collaborating with Huntington-Whiteley for Breast Cancer Awareness Month.
And Soozie Jenkinson, who oversees lingerie design for M&S, is confident it has come up with a range that will prove attractive to all customers.
“In developing this collection for Breast Cancer Now, Rosie and I wanted the collection to appeal to all women,” she explained. “That’s why there are a variety of beautiful lingerie and sleepwear shapes, including a new post-surgery bra within the collection.”
Jenskinson added that Huntington-Whiteley had carefully selected colours and designs that were as inclusive as possible.
“Rosie worked with our expert colourist to select the vibrant pink tone from hundreds of pink toned hues to choose one that is flattering on a variety of skintones,” she said. “This is at the heart of the exclusive collection and delivers cleverly designed colour pops on the monochrome styles.”
The collection includes a post-surgery bra, which combines details such as French designed lace and rose gold componentry, with specially-developed features for women who have undergone surgery.
Super soft fabric is used throughout the bra, with moulded padded cups that help to give shape and definition as well as discreet inner pockets which are designed to fit a prosthesis perfectly for extra comfort and confidence.
A matching Brazilian knicker with no VPL completes the matching lingerie set. The bra builds on the popularity of the Marks & Spencer post-surgery lingerie ranges, which first launched in 2005 following a customer request.
The collection also features luxe silk and French designed lace padded and non-padded bras, knickers, camisoles and French knickers, and a kimono-inspired wrap and chemise in crepe de chine.
A colour palette of hot pink and cream and black woodblock-inspired print designs are used throughout, in keeping with the signature vintage style of Huntington-Whiteley’s previous collections.
The model unveiled the collection last week alongside seven women, each affected by breast cancer. All appear in the retailer’s new lingerie campaign.
To kick off the partnership a new social media campaign ShowYourStrap will call upon M&S customers to take to Twitter, Facebook and Instagram to show support for the battle against breast cancer, by posting a selfie showing their bra strap.
The launch is part of Marks & Spencer’s Spark Something Good customer initiative and aims to raise £13 million over the next five years for Breast Cancer Now in a bid to prevent 9,000 cases of breast cancer a year by 2025.
M&S said that it will give 10% from each sale of the collection designed by Rosie Huntington-Whiteley during October to Breast Cancer Now.