The new collection is informed by focus groups with cancer patients and oncology nurses who trialled and tested the products. The resulting collection has a focus on comfort and style and is designed to allow for ease of dressing post-surgery, with fabrics which are noted for their cooling qualities and soft touch.
At the heart of the collection are two different types of post-surgery bras – a zip up bra with a front and back closure to allow for ease of dressing immediately after surgery and a lightly padded bra designed for women who have recovered from surgery..
The new collection has been modelled by four women who have experienced breast cancer and these images and products will feature in many Penneys stores throughout the month.
Supporting the new range is a campaign running throughout Penneys stores in October to raise awareness of the importance of early detection of breast cancer. The Irish Cancer Society worked with Penneys to create bespoke educational illustrations with information on breast awareness. These illustrations will be displayed in Penneys stores, on its social media channels and its website to encourage customers to be breast aware and to tell their doctor if something doesn’t feel normal for them.
Frances Warbuton, one of the models featured in the new campaign commented: “It’s wonderful that Penneys is doing post-surgery underwear. It just makes things simple for us and makes things feel normal. It’s a wonderful thing. The new underwear range is a fantastic idea. It’s practical but comfortable and makes it easier for facing everyday life.
A lot of thought has gone into the design and material making the underwear feel supportive and luxurious.”
As part of this campaign, Penneys has committed to donating €40,000 to the Irish Cancer Society to support breast cancer research, which is part of a total global donation of €290,000 (£250,000) to local charities supporting breast cancer research across the 14 countries the company operates in.