In time for Breast Cancer Awareness month in October, British designer Stella McCartney unveiled a bra dubbed the Louise Listening bra.
Except it's not your typical piece of lingerie. McCartney crafted a bra specifically for women who have undergone double mastectomy surgery.
McCartney noticed that the options for post-surgery bras mostly had a dull utilitarian look. The light rose, lace-detailed bra is a change from your typical utilitarian post-double mastectomy bra that McCartney noticed
So McCartney set out to design a bra that women could feel both comfortable and confident in.
McCartney said the Louise Listening bra was created in honor of her mother, Linda, who she lost to breast cancer in 1998.
"We wanted to bring something feminine and beautiful into a bra that is taboo," McCartney said in a statement. "There are so many different emotions attached to the tragic realities of having had a double mastectomy, many cultures are unaccepting and terrible things happen to women both physically and emotionally. And we just wanted to make something that allows women undergoing this to have something to be proud of, something with no shame attached."
But more than making women feel beautiful, the designer wants to raise funds to support women with breast cancer and their families.
McCartney's other lingerie launch for Breast Cancer Awareness month is a playful set called Alina Playing in the campaign's signature pink color.
Part of the proceeds for the Alina Playing lingerie set will go to the Linda McCartney Centre in the UK, the National Breast Cancer Foundation and the National Breast Cancer Foundation in Australia.
All of the proceeds for McCartney's post-double mastectomy bra, Louise Listening, will benefit the Hello Beautiful Foundation.