Victoria’s Secret partners with Stella McCartney to launch new mastectomy bra ahead of breast cancer awareness month

• Victoria’s Secret is launching a line of mastectomy bras with designer Stella McCartney.
• The bra is part of a wider campaign for October’s breast cancer awareness month, aiming to make the risks of developing breast cancer known.
• Victoria’s Secret is currently rebranding, marketing itself to more women through its clothing.
• See more stories on Insider’s business page.

Lingerie brand Victoria’s Secret is launching a line of mastectomy bras with fashion designer and breast cancer awareness advocate Stella McCartney.

The bra is part of a wider campaign for October’s breast cancer awareness month, aiming to make more people aware of the risks of developing breast cancer.

About 1 in 8 women in the US will develop invasive breast cancer over the course of their lifetime, according to BreastCancer.org. About 85% of breast cancers occur in those who have no family history of the disease. The campaign encourages those with breasts to regularly check them for any early signs of breast cancer and report any abnormalities to a healthcare provider.

The mastectomy bra is specially designed for those with breast cancer and is made with no wire, soft material, and includes a pocket in the inner lining to fit a prosthetic, Victoria’s Secret said in a press release. For the month of October, the bra is available for $10 and 100% of the proceeds will go to The Victoria’s Secret Global Fund for Women’s Cancers to support breast cancer research.

“We have a unique opportunity but also a responsibility to use our platform and scale of our global footprint to bring greater awareness to the risks of breast cancer, especially among younger women, and educate around the effectiveness of self-checks,” Martha Pease, the chief marketing officer of Victoria’s Secret said in a statement.

The bra comes at a time when Victoria’s Secret is moving away from model-based marketing to cater towards a more universal audience of women under new company management. The lingerie giant has recently redesigned its stores, trading the signature pink color, decor, and unrealistic-looking mannequins for a more modern look, Insider reported. In total, Victoria’s Secret plans to remodel more than 1,400 stores over the next few years.