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#ShowYourStrap campaign with M&S

October is Breast Cancer Awareness month and Marks and Spencer have launched a new campaign to raise awareness and gain support through their#ShowYourStrap campaign. Every year nearly 55,000 people are diagnosed with breast cancer in the UK, that’s the equivalent of one person every 10 minutes.

Model Rosie Huntington-Whiteley and Breast Cancer Now have unveiled an exclusive underwear collection, as part of the M&S’s new £13 million fund-raising Show Your Strap campaign in a bid to prevent 9,000 cases of breast cancer a year by 2025.  Rosie was joined at the launch by seven women, all affected by breast cancer, who feature in Marks & Spencer’s new lingerie campaign directed by Rosie herself and shot by Amanda De Cadenet.

#ShowYourStrap campaign with M&S

I interviewed model (second in from the right below) for the campaign, Rachel Cholerton and asked her about the concept and how she felt about being involved. Rachel’s mum was diagnosed with breast cancer when Rachel was 13 years old. Rachel’s mum battled for five years and sadly passed away when Rachel was 18 years old, a month before she was due to start University.

#ShowYourStrap campaign with M&S

I asked Rachel if it was nerve-wracking getting undressed for the cameras. She explained that it was a little bit at first but they were surrounded by an amazing supportive team and made to feel very comfortable. Rachel’s motivation for wanting to be involved is that she wants to make sure that everyone person is educated as well as possible to the warning signs, “if I can help save just one person to save their life”. Rosie and Amanda made everyone feel comfortable in front of the camera. Amanda de Cadenet took time to listen and understand everyones story. Rachel explained how empowering it felt to be in the photo shoot and that it is such a positive campaign to be a part of.

The key thing that Rachel wants to pass on to others is to get to know your breasts well. You have to look for the changes and if you notice something get it checked out. Support is amazing and having a goal is too. Challenges were really important to Rachel’s mum and she was very active, even during her treatment. Rachel says: “My mum was amazing.  She did bike rides, runs and went to New Zealand to do some conservation work. She is just an inspiration to me, so I’m trying to carry that on by running in her memory and keeping myself fit and healthy so that I can help prevent breast cancer as much as possible. She inspires me, and I miss her, everyday.”

Rosie Huntington-Whiteley for M&S

The lingerie range is beautiful, using super soft fabric and moulded padded cups to give shape and definition. A mix of gorgeous pink, succulent brown, ivory and a touch of black and white polkadot the 19-piece collection designed by Rosie, in partnership with M&S is divine. Rosie worked with M&S’s expert colourist to select the vibrant pink tone from hundreds of pink toned hues to choose one that is flattering on a variety of skintones.

#ShowYourStrap campaign with M&S

The collection contains lace trimmed balcony bras, rose print kimono wraps and knickers, floral lace chemises in crepe de chine and abstract print pyjamas, in keeping with the vintage style from Rosie’s previous collections. The range also features a post-surgery bra, which combines details such as French designed lace and rose gold components, with specially developed features for women who have undergone surgery.

“M&S great partnership with Breast Cancer Now. They really put it out there on a bigger scale with a link to a retailer. It’s exciting to have their first post surgery bra. Listening to women who are having reconstructive surgery or have had a mastectomy; it is great they are catering for everyone with a range that is beautiful and comfortable and caters to all kind of skin tones.” Rachel Cholerton, part of the Show Your Strap campaign.

#ShowYourStrap campaign with M&S

10 per cent from each sale of the new 19-piece collection designed by Rosie in partnership with M&S, will be donated to Breast Cancer Now to help fund the research.The money raised from the partnership will help Breast Cancer Now’s scientists discover a way to calculate an individual woman’s risk of developing breast cancer.

TLC – Touch Look Check

1 in 8 women in the UK will develop breast cancer in their lifetime. It’s important to check your breasts. Only you know truly know them, how they feel, if they change. Breast Cancer Now have launched their TLC campaign, Touch, Look, Check. Check out their campaign video here.

If you’re reading this in private then please do this now. If not, schedule it in for later in your day. It takes very little time but could be one of the most important things you do today. Rachel Cholerton gave some advice during our interview; “don’t be afraid if you think you have a lump, be adamant, be persistent and get a second opinion if you need to”.

#ShowYourStrap campaign with M&S

The magnificent seven women showed their bra strap as part of #ShowYourStrap, a social media campaign to encourage the public to show support for the battle against breast cancer by posting a selfie showing their bra strap and donating £3 to Breast Cancer Now and nominating 3 friends or family to do the same. Text SUPPORT to 70003 to donate £3.


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