Panache has become the latest lingerie brand to pledge its support CoppaFeel!’s #BraHijack campaign.
The brand will introduce sew-in labels carrying breast-checking reminders into its Cleo by Panache and Sculptresse collections for AW14 and SS15.
Launched in October 2013, BraHijack is an ongoing campaign to educate people on the importance of checking their breasts regularly and knowing the signs and symptoms of breast cancer.
CoppaFeel! founder Kristin Hallenga commented: “Anything that can be done to raise awareness is of paramount importance. These little labels, which are sewn into the inside of bras, could save lives and they are such a simple addition.”
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.
Panache has previously supported CoppaFeel! by donating a percentage of its sales from its pink Panache Sports bra to the cause.
Product director of Panache said: “As soon as I heard Kristin Hallenga speak about her charity and this initiative I wanted Panache to be a part of it. It’s not about driving sales for Panache or creating funds for a charity.”
“It’s a simple reminder for young women to check their breasts and be aware of breast cancer and I’m proud Panache will play a part. We feel our Sculptresse and Cleo collections lend themselves well to CoppaFeel’s primary target audience and we wish the initiative every success,” he added.