Breast Cancer Awareness campaign

Our new Breast Cancer Awareness campaign is an ode to strong women everywhere

In honour of Breast Cancer Awareness Month, our new campaign tells the stories of three formidable women and their journey to recovery.

In the last 14 years, breast cancer survival rates have doubled. This is something that brings Lauren Mahon—breast cancer survivor and creator of Girl vs. Cancer—great hope for the future. We are honoured to share her story, alongside other breast cancer survivors Michele Aboro and Leanne Pero, in our latest Breast Cancer Awareness campaign. Inspiring, funny, and at times heart-breaking, the candid film seeks to uplift women and men everywhere affected by breast cancer and encourage preventative checks. Just a moment, once a month, is all it takes.

Breast Cancer 2019

All now in remission, these powerful women share a message of positivity that shines through the film, with Lauren and Leanne showing us that laughter really can be the best medicine. Michele, who is a mother and a world-champion boxer, is a force to be reckoned with in and out of the ring—but in the fight against breast cancer, she explains that acceptance, rather than resistance, is what helped her through her battle.

Breast Cancer Awareness 2019

After giving away 1,000 ‘Louise Listening’ post-mastectomy bras last year to such an overwhelming response, we have upped our donation to 10,000 this year, giving them to women in need over the next few months through our foundation [Stella McCartney Cares Pink.] We have also introduced the first adidas by Stella McCartney post-mastectomy sports bra, helping women bring exercise back into their lives during recovery. This is now available through our website, with a portion of the proceeds benefitting vital breast cancer initiatives through the foundation.

Breast Cancer Awareness 2019

Michele explains: “After my surgery I felt lost. As a professional athlete, I was used to relying on my body but after my mastectomy, I started to lose belief in myself and how my body would react. When I was ready to get back into fitness, I couldn’t find a sports bra that didn’t require being pulled over my head or lacked in support. Now I wear the Post-Mastectomy Sports Bra every time I train – it is comfortable and supportive and has helped me build back my confidence to get back into the game.”

Thank you Lauren, Michele and Leanne for opening your hearts to us all.

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