M&S continues breast care/bra fit focus with London art installation

By

Nigel TAYLOR

Published
Mar 13, 2023

M&S has taken its current breast care and bra-fit promotional campaigns into the world of art. The UK retail giant introduced an “empowering” art installation on London’s South Bank, in partnership with female body-casting artist Lydia Reeves.

“As the nation’s leading bra retailer, with 2,000 expert bra fitters fitting more than 900,000 customers every year”, M&S said it commissioned the installation “to normalise the uniqueness of boobs and encourage people to show them some TLC with a bra fit”.

The installation features the chests of 16 M&S colleagues cast at Reeves’ studio in Brighton with the 8 sq m installation championing a diverse cast of women from across the M&S business, including Bra Fit experts and support centre colleagues, aged 22-65.

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‘Sixteen’ – the name of the installation – includes the cast of a woman who underwent mastectomy surgery and another who had a prophylactic mastectomy and reconstructive surgery to lower the chances of getting breast cancer due to family history.

Anna Braithwaite, M&S Clothing & Home Marketing Director, said: “This campaign is all about celebrating the uniqueness of our boobs and encouraging the nation to show them a small but important act of self-care by getting a bra fit. So being able to partner with Lydia to create such an empowering piece of art has been really special – we hope it sparks a conversation and gets more people talking about body inclusivity and self-acceptance.”

Last month, M&S rolled out signage to more than 2,000 fitting rooms with guidance on the signs and symptoms of breast cancer to raise awareness among its 22 million Clothing & Home customers.