H&M's Close to My Heart Collection Supports Those Fighting Breast Cancer
Katherine Pendrill — October 3, 2018 — Fashion
References: prnewswire & refinery29
To celebrate the start of Breast Cancer Awareness Month, H&M has debuted a charitable lingerie collection called 'Close To My Heart.' "Designed for "those fighting against breast cancer around the world," the new collection features everything from ultra soft bralettes, to supportive sports bras.
Close To My Heart is a special collection that was inspired by an H&M employee and breast cancer survivor who found it impossible to find bras that were affordable, functional, and fashionable in her time of need. As a result, H&M developed a lineup of bras that are specially made for women with prostheses and designed to provide the right amount of support and coverage. This includes traditional bras, as well as bralettes and sports bras. Best of all, H&M is also putting money behind the cause by donating 100 percent of the proceeds from the collection to the American Cancer Society.
Image Credit: H&M.
Close To My Heart is a special collection that was inspired by an H&M employee and breast cancer survivor who found it impossible to find bras that were affordable, functional, and fashionable in her time of need. As a result, H&M developed a lineup of bras that are specially made for women with prostheses and designed to provide the right amount of support and coverage. This includes traditional bras, as well as bralettes and sports bras. Best of all, H&M is also putting money behind the cause by donating 100 percent of the proceeds from the collection to the American Cancer Society.
Image Credit: H&M.
Trend Themes
1. Charitable Lingerie - Opportunities for brands to create lingerie collections that support charitable causes, providing affordable, functional, and fashionable options.
2. Inclusive Undergarments - The rise of undergarments designed specifically for women with prostheses, catering to their unique needs and promoting inclusivity.
3. Breast Cancer Awareness Fashion - The growth of fashion collections dedicated to raising awareness and funds for breast cancer research and support.
Industry Implications
1. Fashion Retail - Fashion retailers can explore collaborations and collections that support charitable causes, providing unique products and building customer loyalty.
2. Lingerie Manufacturing - Lingerie manufacturers can focus on inclusive design by creating undergarments that cater to the needs of women with prostheses, expanding their customer base.
3. Nonprofit Organizations - Nonprofit organizations dedicated to cancer research and support can partner with fashion brands to create awareness campaigns and fundraising initiatives through fashion collections.
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