A new brand specialising in fitness swimwear has joined forces with breast cancer awareness charity CoppaFeel! to support its #BraHijack campaign.
Deakin and Blue, a British brand set to launch next month, is the first swimwear label to pledge its support for the initiative, which was launched in 2013 to encourage lingerie manufacturers to add breast-checking reminders to their bras.
All swimwear produced by Deakin and Blue will carry labels to encourage all customers to routinely check their breasts.
Deakin and Blue was established by Rosie Cook in response to her fruitless search for stylish and practical swimwear that can be worn during exercise.
“Here came the challenge: finding swimwear designed for a real woman’s body that was also practical for more than just lounging by the pool,” she said.
“I didn’t feel comfortable turning up for a lesson in anything too sexy, skimpy, busty or revealing. However, the alternative seemed to be a choice between various boring, androgynous and flimsy swimsuits that didn’t appear to be designed with a real woman’s body in mind.”
Deakin and Blue will launch on May 15. Customers will be able to shop for dress sizes, along with ‘Muse Measurements’ selecting either Hepburn (AA-B cup), Monroe (C-E cup) or Hendricks (F-HH cup).
Campaign images will be available in the coming weeks.