Women in Eastbourne who have undergone surgery for breast cancer will have more choice when underwear shopping and be able to raise money for charity at the same time.
After a two-year national project looking into how retailers can best support women who have been through mastectomies, Debenhams Eastbourne has announced the arrival of a new post-surgery lingerie brand.
The brand will also see 50p from every purchase go to Breast Cancer Now charity.
Every year, around 50,000 women are diagnosed with breast cancer – and one in eight will be diagnosed with the disease in their lifetime.
Research and technological advances mean that more people than ever before are surviving, however for many, they also have to tackle the day-to-day challenges which arise post surgery.
As a result of the project, Debenhams Eastbourne was selected to be one of the first stores around the country to offer the new Spirit post-surgery range and expert bra fitting service.
Debenhams Lingerie Buyer Amanda Gill says, “When we first started looking at how we could provide greater support for women who have been through breast cancer surgery, we firstly found we needed to offer greater choice outside of typically old fashioned looking bras. We feel it is our responsibility as lingerie specialists to ensure that we are offering garments which are desirable as well as comfortable and functional.”
“Secondly, bra fitters needed to be specially trained in order to understand how to fit and be more empathetic to the needs of women post-surgery. Finally women wanted to see the product on a woman who has had a mastectomy.”
The new range has been fronted by mum of three Wendy Aitken (pictured), who was diagnosed with breast cancer in 2012 and took the brave decision to have a mastectomy after her diagnosis.
She said, “After I had my mastectomy, I felt strongly that I did not want to lose my femininity, which is why I was keen to give my opinions and feedback on the new Debenhams range.
“I never dreamt that I would be asked or brave enough to model it.”
Wendy added, “It is great to be able to send other women who have undergone mastectomies a message – you can still be feminine and still be you after having a mastectomy.”
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