Amoena has teamed up with top-end swimwear designer Melissa Odabash to create a range of designer swimwear for women who have had breast cancer surgery. The capsule collection, which was previewed at the London Swimwear Show on 17-19 July 2016, will help raise funds for breast cancer charity Future Dreams, with a portion of every sale going directly to the charity.
Melissa Odabash is the world’s leading swimwear designer – her designs were recently hailed by Vogue as the ‘Ferraris of swimwear’.
About her decision to create a range for women who have had breast cancer surgery, the former swimwear model said: “At the end of the day, women just want to feel great. These pieces are made from the same fabric as my main collection, in the same designs. The only difference is that some of them are just a little higher cut to offer the support and security that women want when they have had breast surgery.”
The launch of the collection will be supported by a marketing campaign that hails the collaboration of the three partners – the world’s leading luxury swimwear designer, the international expert in post-surgery lingerie and swimwear and a charity that funds critical research into a cure for breast cancer.
The campaign, which is beautifully photographed and includes a ‘behind-thescenes’ video and a social media campaign, is fronted by Sky News presenter, former Olympic gymnast and ambassador for Future Dreams, Jacquie Beltrao, who has openly discussed her breast cancer diagnosis and subsequent surgery.
Commenting on the launch, Rhoda White, Amoena’s marketing manager, said: “This collection is sassy, sexy and supportive – we’re very excited to be collaborating with Melissa Odabash to bring a designer touch to post-surgery swimwear and we think our retailers will be excited too.”
The collection is available for pre-ordering now: