Victoria’s Secret Introduces Mastectomy Bra, Part of October Breast Health Campaign

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Victoria’s Secret & Co. launched the Body by Victoria Mastectomy Bra, part of a larger breast cancer awareness campaign the company launched for October, breast cancer awareness month.

Wireless and designed to accommodate a prosthesis, sales of the bra in October will benefit the VS Global Fund for Women’s Cancers.

Victoria’s Secret VSCO,
-2.42%
derived from Bath & Body Works Inc BBWI,
+ 0.10%
in August, creating two separate publicly traded companies. They were previously part of L Brands Inc.

Part of the split was a re-branding of Victoria’s Secret, with a female-centric approach that emphasizes empowerment and diversity. The move breaks with the previous hyper-sexy image of Victoria’s Secret.

The company also partnered with fashion designer Stella McCartney to launch the VS Global Fund for Women’s Cancers. McCartney created a public service announcement reminding women to do breast self-exams.

See: Victoria’s Secret shows how reluctance to embrace plus size market can hurt a clothing company

Historically, women who have had a mastectomy have had a limited choice of bras, with a few brands like Amoena offer suitable goods. Retailers like Nordstrom Inc. JWN,
-1.21%
also offer intimate and fitting services for clients who have had a mastectomy.

Also: Bath & Body Works revenue shows strength beyond soap and hand sanitizer

Victoria’s Secret stock has fallen 20.3% in the past month. Bath & Body Works Inc. fell 4.6%, but increased 110.9% for the year to date. The former L Brands moved to Bath & Body Works after the split.

The benchmark S&P 500 SPX,
+ 0.28%
is up 14.2% for 2021 so far.


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