POST-SURGERY bra specialist Amoena teamed up with designer Melissa Odabash to create a swimwear collection for cancer survivors. The capsule collection is to launch at the London Swimwear Show, from July 17 to 19, and a portion of sales revenue is to be donated to a cancer charity. Odabash commented: “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.” Later, the company won a fight with British tax authorities regarding the classification of its products: the UK Supreme Court ruled that mastectomy bras are artificial body parts rather than underwear and thus exempted from European customs duty.
The inclusion of a designer label into the Amoena collection can be expected to boost sales of the whole product range.