H&M Launches Its First-Ever Bra Collection for Breast Cancer Survivors


October always heralds a slew of pink-tinged products to support Breast Cancer Awareness, but what about real, practical products for women battling breast cancer right now?

One H&M employee found herself asking that exact question. A breast cancer survivor, she had a hard time finding bras that were stylish, affordable, and functional. So for the first time ever, H&M created a bra collection designed specifically for women surviving breast cancer. Called the “Close to My Heart” collection, there are three different bra styles—a bralette, sports bra, and soft-cup style—and neutral-toned fabrics, from lace to microfiber.

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H&M

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H&M

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H&M

In addition to the capsule collection, starting on October 1 and for the rest of Breast Cancer Awareness month, H&M and the American Cancer Society are partnering on a storewide register drive to raise $125,000. For every purchase made at an H&M store location, H&M will match up to $25,000 in customer donations. And 100 percent of the profits from the H&M “Close to My Heart” collection will go directly to the American Cancer Society.



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