In support of Breast Cancer Awareness month this October, Stella McCartney has designed the special Gemma Relaxing range in neon pink as part of the Autumn/Winter 14 Lingerie Collection. The new range exemplifies Stella’s signature naturally feminine, naturally confident and modern designs. The inspiration behind the project aims to raise awareness around the disease, through creating a set that reminds women to keep healthy.
Stella McCartney explains: ‘I wanted to remind women that when they wear this set, the first thing they put on in the morning, to keep on top of their health and visit their doctor regularly. I wanted it to be the initial starting point of awareness of this terrible illness. Not only does the set serve as a healthy reminder, but it looks great, fits incredible well, and is comfortable and stylish’
To illustrate and support the initiative is an image of Kate Moss wearing the Gemma Relaxing bra, cheekily incorporating the Breast Cancer Awareness pink ribbon.
On Kate’s involvement in the campaign, Stella McCartney comments: ‘Kate is a strong feminine woman with a daughter and a husband; a strong family unit. For her it was important to bring awareness to this campaign to keep families together. Women are an integral part of the family unit, they keep and hold families together and are a source of strength’
Gemma Relaxing combines a fresh and clean style with geometric detailing and includes a contour bra, soft cup bra and bikini brief. A percentage of the profits from the worldwide sales of the range will be donated to the Linda McCartney Centre in Liverpool, UK. The proceeds will help fund a new Mammography suite at the centre, to offer Breast Cancer patients the best prospects for early diagnosis, treatment and recovery.
The prices ranges from £27 for the bikini brief to £50 for the Balconnet Bra. The collection will be available online at stellamccartney.com, Stella McCartney stores and select department and specialty stores worldwide.
About The Linda McCartney Centre
The Linda McCartney Centre (part of the Royal Liverpool University Hospital), was established in 2000 to provide a comfortable and welcoming environment for Breast Cancer patients and their families. Today, due to the services provided, people travel from all over the North West to receive some of the most advanced and innovative treatments available in the UK today. Through a team of professional staff the Centre is able to provide the very best treatment, care and support in a practical way allowing what is sometimes a daunting experience to be that little more bearable.
About Stella McCartney
Stella McCartney is a 50/50 joint venture partnership between Ms. Stella McCartney and Kering established in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s ready-to-wear, accessories, lingerie, fragrance, kids and adidas by Stella McCartney collections are available through 33 other free-standing stores including London, New York, Los Angeles, Tokyo, Hong Kong, Paris, Milan and Shanghai, as well around 600 wholesale accounts in key cities worldwide. For additional information, please visit: www.stellamccartney.com.
For more information on Stella McCartney Lingerie or sample requests:
Max Orloff PR Manager
Communications Manager, Licensing and Kids