Primark has been praised for featuring a "strong and beautiful" woman modelling the retailer's new 'all bodies' lingerie range, which includes a new collection of post-surgery bras.
The image was shared on Instagram to promote the launch of Primark's first collection of leisure, nightwear, underwear and accessories designed, developed and modelled by those who have experienced breast cancer and undergone breast surgery.
And the high street fashion brand is winning serious applause from customers, thanks to the inclusion of a stunning model, who has undergone surgery herself, looking incredible in a soft purple bralet in a post shared to Instagram.
"Love this strong and beautiful pic," one user wrote.
"Beautiful and brave," another added.
"Well done primark x absolutely brilliant," yet another fan commented.
"Yes! Love this photo. Look how fierce she is," another wrote.
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Primark says the inclusive new collection has been put together with the help of focus groups with cancer patients and oncology nurses to help trial and test the products.
With an emphasis on comfort and style, the range is designed to allow for ease of dressing post-surgery, using fabrics which are noted for their cooling qualities and soft touch.
Watch: Shannon Doherty shares pictures from cancer battle to mark Breast Cancer Awareness month
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 fabrics chosen for both bras are super soft and lightweight to ensure comfort and designed with pocket openings on either side allowing for a prosthesis to be worn.
Commenting on the launch of the new range, Frances Warbuton, one of the models to feature in the new campaign said of the new collection: “It’s wonderful that Primark 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 from 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.”
Combining style and practicality, affordability was also a key consideration for the retailer with each of the styles available in a two pack, retailing at just £12.
Alongside the bras, the collection features lingerie, slippers, women's jersey tees, sweats and cosmetic bags in a mauve and soft pink colour palette.
As well as the woman featured in the Instagram post, there are three other models, who will appear in images throughout a number of Primark stores, all of whom have experienced breast cancer.
“Cancer touches the lives of so many of us, so we’re pleased to be able to get behind Breast Cancer Awareness Month," says Primark Group Product Director, Paula Dumont Lopez.
"We’re really proud of this new collection which has been informed by women who have experienced breast cancer and so combines practical elements without compromising on style and, crucially, is affordable for everyone. We also know how important early detection is, so we are using our stores and our online channels to help people in being breast aware.”
Well done Primark!
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