Lucy & Yak set out to normalise talking about breasts and chests with CoppaFeel!

Lucy & Yak have teamed up with CoppaFeel! to normalise talking about breasts and chests in all their forms with the creation of an eight-piece apparel collection.

The conscious clothing brand’s latest collection features the 'Baring All' print - a colour-fuelled photography print of 10 different beautiful chests. This went live with a campaign featuring photographs of real people with different stories to tell, each individually suggested to the brand by artist Lydia Reeves.

For every item in the collection sold, Lucy and Yak are donating £1.50 to CoppaFeel!, Not A Phase and People vs Big Tech. The donation will be split equally between all three charities.

The initiative aims to encourage everyone to check their chest and get to know their normal. We know this can lead to earlier breast cancer diagnosis, and ultimately save lives. Not only this, but it also aims to tackle censorship and the policing of breasts & chests.

Some of the topics it hopes to bring awareness to are the over-sexualisation of breasts; shame around breastfeeding in public; experiences of having big, small, saggy, asymmetrical breasts; stories from breast cancer survivors and previvors and mastectomies; trans and non-binary folk and their relationships with their chests; and so many more.

Lucy & Yak commented: "We believe all breasts & chests, however you identify, have the right to be seen and celebrated. And so for our latest campaign, we’re celebrating the breasts & chests that might usually be censored both online and IRL.

"Let’s normalise talking about breasts & chests in all their forms to help us understand the effect censorship has on our society."