This post was originally published on this site
Victoria’s Secret & Co. has launched the Body by Victoria Mastectomy Bra, part of a larger breast cancer awareness campaign the company has launched for October — Breast Cancer Awareness Month.
Wire-free and designed to accommodate a prosthetic, sales of the bra in October will benefit The VS Global Fund for Women’s Cancers.
Victoria’s Secret
VSCO,
spun off from Bath & Body Works Inc
BBWI,
in August, creating two separate, publicly-traded companies. They were previously part of L Brands Inc.
Part of the separation was a rebrand of Victoria’s Secret, with a women-focused approach that highlights empowerment and diversity. The move breaks away from Victoria’s Secret previous hyper-sexy image.
The company has also partnered with fashion designer Stella McCartney for the launch of The VS Global Fund for Women’s Cancers. McCartney has created a public service announcement reminding women to do self-breast exams.
See: Victoria’s Secret shows how reluctance to embrace the plus-size market can hurt an apparel business
Historically, women who have had mastectomies have had limited bra choices, with a few brands like Amoena offering suitable merchandise. Retailers like Nordstrom Inc.
JWN,
also offer intimates and fitting services for customers who have had mastectomies.
Also: Bath & Body Works earnings show strength beyond soap and hand sanitizer
Victoria’s Secret stock has dropped 20.3% over the past month. Bath & Body Works Inc. has dropped 4.6%, but has rallied 110.9% for the year to date. The former L Brands shifted to Bath & Body Works after the separation.
The benchmark S&P 500 index
SPX,
is up 14.2% for 2021 so far.
