H&M Launches Close to My Heart Collection and Partners with the American Cancer Society for Breast Cancer Awareness Month

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Oct 02, 2018, 13:31 ET

NEW YORK, Oct. 2, 2018 /PRNewswire/ -- This October, H&M is launching the first collection of bras for breast cancer survivors with inspiration from one of their employees while supporting the American Cancer Society (ACS) as they unite in the fight against breast cancer. One hundred percent of sales from the H&M "Close to My Heart" collection on www.hm.com will go directly to the American Cancer Society.

The "Close to My Heart" collection was inspired by an H&M employee surviving breast cancer who was unable to find affordable, fashionable and functional undergarments in her time in need. H&M created this collection for her and all those fighting against breast cancer around the world.

The assortment includes three style bras in muted neutral tones. You can choose from a sports bra in fast-drying and functional fabric in a racer back style as well as a soft-cup bra in either lace or microfiber with ventilating mesh pockets. Adjustable shoulder straps offer the best fit and comfort.

Since 2005, H&M has had a long-standing relationship with the American Cancer Society. In addition to the capsule collection, this October H&M and ACS are partnering on a store wide register drive with a goal of raising $125,000 starting October 1^st through Breast Cancer Awareness Month.

The donations collected enable ACS to fund cutting-edge research, provide up-to-date cancer information and education, advocate for all people to have access to critical cancer screenings and follow-up care, and offer free programs to improve the quality of life for patients and their families. For more information please go to https://www.cancer.org.

See below for more details on how you can join H&M and ACS fight against Breast Cancer in the month of October:

Every time you make a purchase at an H&M store location, you can round up to the nearest dollar and H&M will match up to $25,000 in customer donations
100% of sales from the H&M "Close to My Heart" collection on www.hm.com will go directly to the American Cancer Society

For still life images of the Close to My Heart collection, please click here.

For more information please contact:
Emily Scarlett
[email protected]
(646) 336-3200 H&M, 110 5^th Ave.
New York, NY 10011

About ACS:
The American Cancer Society is a nationwide, community-based voluntary health organization dedicated to eliminating cancer as a major health problem" or "The American Cancer Society's mission is to save lives, celebrate lives, and lead the fight for a world without cancer.

About H&M:
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M's business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands COS, Monki, Weekday, Cheap Monday, & Other Stories, H&M Home and ARKET as well as Afound. The H&M group has 47 online markets and more than 4,800 stores in 69 markets including franchise markets. In 2017, sales including VAT were SEK 232 billion. The number of employees amounts to more than 171,000. For further information, visit about.hm.com.

SOURCE H&M