September 22, 2023


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Etam launches a (pretty) line of post-mastectomy lingerie and swimwear

At a time when breast cancer affects one in eight women; Etam is launching Yes, a line of post-mastectomy lingerie and swimwear. Conceived and designed from A to Z in partnership with 20 women who have undergone surgery, Yes aims to convey a “strong and positive message”, as the label states in a press release. To carry this campaign loud and clear, Etam turned to seven inspiring muses of all ages and totally different backgrounds, giving interviews where they tell their stories and discuss their relationships with lingerie and femininity after surgery. “Yes! It’s my new mantra, now I really dare to do everything. With the disease, I understood that it was important to feel like a woman, to feel beautiful for myself and not for others… It’s not because you don’t have any more hair, or you aren’t wearing make-up, or you have one less breast that you’re not pretty… Physical beauty is subjective, so you have to break the rules. You don’t have to be beautiful; you have to feel beautiful. It’s time to stop wanting to look like everyone else! I think it’s important to stand up for and believe in ourselves,” says Carole, 26.

Carole for the Yes campaign

© Etam

An elegant and adapted line

Consisting of bras designed around a base of four shapes, the pieces have integrated pockets to accommodate any prosthesis. As well as being adaptable, the line is ultra-comfortable and elegant since the lingerie is made from organic cotton, eco-friendly microfiber, and colorful and floral lace. Equally, the bras don’t use underwire and are available as a triangular bra, a basque, or sports bra. Ranging from EU size 36 to 44 and from A to E cups, depending on the model, these innovative bras and bathing suits are already available in 15 stores in France.

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