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Melissa Odabash creates collection with breast care brand Amoena

Lauretta Roberts
14 October 2016

Luxury swimwear designer Melissa Odabash has created a collection in collaboration with breast care brand Amoena for women who have had breast cancer surgery.

The collection will launch next February for SS17 and will be available from the Amoena website and specialist retailers; a portion of all sales will be donated to breast cancer charity Future Dreams, which funds cancer research.

“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,” explained Odabash.

The launch of the collection will be supported by a marketing campaign that includes a behind-the-scenes video and social media campaign fronted by Sky News presenter and former gymnast Jacquie Beltrao. Beltrao is also an ambassador for Future Dreams and has openly discussed her breast cancer diagnosis and subsequent surgery.

Rhoda White, marketing manager for Amoena, which specialises in post-surgery lingerie and swimwear, 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.”

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