Penneys breast awareness campaign

by Rose Barrett
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Penneys has launched a new specialist breast cancer collection of leisurewear, underwear, nightwear and accessories for women who have been impacted by breast cancer.

The collection has been co-designed and developed alongside Breast Cancer Now charity and those who have experienced breast cancer and undergone breast surgery. It features pieces which address some of the challenges and needs women have following treatment, without compromising on design and crucially at affordable price points.

The Breast Cancer Awareness permanent collection includes post-surgery bras which use product innovations and Cool Max technology designed to address challenges such as tenderness, swelling and hot flushes that many women may experience during treatment, recovery and post-surgery. This year, the range also includes a post-surgery lace bralette following research that showed many women still want to look and feel good during treatment and recovery from breast cancer.

The 28-piece collection comes in a range of colours and includes post-surgery bras, leisurewear such as a hoodie, t-shirt and cami tops, briefs, nightwear and accessories including slippers and socks. Starting at €4.50 to €17, the range is now available in selected Penneys stores across Ireland.

This October, alongside the launch, Penneys is promoting breast cancer awareness through the launch of a new campaign which shares real-life stories highlighting the impact of breast cancer on relationships, self-confidence and body image.

As part of this, Penneys will give £750,000 to support the work of selected cancer charities across Ireland and Europe, the UK and the US. This will help to fund awareness, research and support services for people affected by cancer. 

“We will donate £250,000 from our Breast Cancer Awareness range to selected cancer charities in the Republic of Ireland (Irish Cancer Society  €50k),” said a spokesperson for Penneys.

“UK (Breast Cancer Now £100k), US (Living Beyond Breast Cancer $50k), France (Institut Gustave Roussy €30k), Germany (Deutsche Krebshilfe €30k) and Spain (AECC €30k).”

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