Penneys launches post-surgery bras and breast forms for customers on breast cancer journeys

Penneys has launched new post-surgery breast forms and pockets as part of its Breast Cancer Awareness campaign. Picture: Gabby Laurent for Primark.

Penneys has launched new post-surgery breast forms and pockets as part of its Breast Cancer Awareness campaign.

The 49-piece Breast Cancer Awareness collection includes specialist post-surgery bras, new breast forms and pockets that are available all year round.

New this year are Penneys breast forms, which fit into a standard bra, replacing the shape of a breast post-surgery and are made using soft moulded foam, making them light and comfortable to wear.

Breast forms are available for both right and left bra cups, in five sizes, including S, M, L, XL and XXL, across all stores.

Penneys has also launched breast pockets which can be clipped onto any bra and used to insert a breast form. The breast pockets also come in right and left, and in black and white colour options and cost €7.

The post-surgery range also includes a zip front wireless bra with concealed zip and a t-shirt bra which fastens at the front, designed for comfort and to be easy to take on and off post-surgery.

The new solidarity range is a limited-edition range available to mark Breast Cancer Awareness Month, featuring hoodies, t-shirts, nightwear and underwear.

Penneys has launched new post-surgery breast forms and pockets as part of its Breast Cancer Awareness campaign. Picture: Gabby Laurent for Primark. Picture: Primark.

New to the range this year are the sculpted cardigan, pyjamas made from modal for extra softness in a new oatmeal colour, lip butter balm, glazed coffee cup, hydrate gel mask, overnight recharge cream, wrap-around striped pyjamas and oversized zip-up hoodie.

This year, the ‘We’re with you’ campaign raises awareness of the importance of self-checking and the support needed at all stages of a breast cancer diagnosis.

The campaign spotlights three women on their own breast cancer journeys in Penneys windows across its 38 stores in Ireland, and across its social media and digital channels.

The campaign, now in its fifth year, will see Penneys donate over €1 million to cancer charities worldwide, including €100,000 to the Irish Cancer Society.

Penneys is also inviting customers and colleagues to join in-store fundraising initiatives and activations across Irish stores and will partner with the Irish Cancer Society to host a series of awareness roadshows in seven Penneys stores across Ireland, where customers can learn more about the importance of performing self-checks and being breast aware.

Penneys has launched new post-surgery breast forms and pockets as part of its Breast Cancer Awareness campaign. Sonya Carr, Irish Cancer Society speaks with attendees in-store. Picture: Primark.

Three pop-up events will take place in Dublin shopping centres, including Blanchardstown on October 7, Liffey Valley on October 8 and Tallaght on October 13, where customers can chat with Irish Cancer Society representatives, explore the Penneys’ Breast Cancer Awareness range and be in with a chance to win some prizes.

Head of Penneys Ireland and Northern Ireland, Fintan Costello, said: “Penneys is committed to supporting women for life. We want women at all stages of their breast cancer journey to feel supported, strong and confident.

“That’s why we’re supporting Breast Cancer Awareness this October and all year round. Through our charity partnerships, we’re using our stores, social media and digital channels to raise awareness and educate women about breast health and the importance of self-checking for early detection, and we hope customers pop along to our in-store events in Penneys stores this month.

Penneys has launched new post-surgery breast forms and pockets as part of its Breast Cancer Awareness campaign. The 49-piece collection includes specialist post-surgery bras, new breast forms and pockets that are available all year round. Picture: Primark.

“We know that having breast cancer can be an expensive time. We’re so proud of this year’s specialist product range for women affected by breast cancer – we were led by colleagues and collaborators with first-hand experience of breast cancer to understand our customers’ needs so we can better support them on their breast cancer journey.” 

Director of Fundraising and Marketing at the Irish Cancer Society, Glenda Ryan, said: ‘‘Each year in Ireland, over 3,600 people hear the words ‘You’ve got breast cancer’. At the Irish Cancer Society, we are determined to stop breast cancer devastating people’s lives.

“We typically receive only 5% of our funding from the Government, so the vital funds raised in Penneys stores across Ireland go directly towards fueling our investment in groundbreaking breast cancer research and free support services for breast cancer patients and their families.” 

Ryan highlighted the importance of partnering with a company that she says is “so dedicated to both supporting people affected by breast cancer as well as educating their customers and employees about the importance of being breast aware”.

“We are delighted to have our Cancer Awareness team members out in force once again in stores nationwide, raising awareness and promoting early detection of breast cancer. 

"This is incredibly important as the earlier the disease is diagnosed, the quicker people are treated and the better the outcome.’’ 

To date, globally, Primark has donated over €5 million to cancer charities, with funds going towards raising awareness, research and support for cancer services.