Marks & Spencer unveils ‘love your boobs’ art installation on London’s South Bank
Marks & Spencer showcased a new art installation on London’s South Bank over the weekend in partnership with female body casting artist, Lydia Reeves.
Featuring the chests of 16 M&S team members that were cast at Reeves’ studio in Brighton, ‘Sixteen’ was commissioned by the retailer to normalise “the uniqueness of boobs” and encourage customers to get a bra fit. Staff whose breasts were cast included bra fit experts and support centre colleagues aged from 22 to 65, including one who had undergone mastectomy surgery and another who had a prophylactic mastectomy and reconstructive surgery to lower the chances of getting breast cancer due to family history.
M&S employs 2,000 expert bra fitters and fits more than 900,000 customers every year.
Anna Braithwaite, M&S clothing and 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. And who better to be part of it than our very own colleagues who are passionate about making our customers feel more confident about themselves each and every day.”
Last month, M&S rolled out signage to more than 2,000 fitting rooms to raise awareness of the signs and symptoms of breast cancer.
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