Lingerie specialists Freya, announce the launch of a new limited edition collection of Laura Lees t-shirts to celebrate the release of their new educational bra fitting campaign - ‘Holy Fit’. Going on sale from March 2010 priced at £25 each, all the proceeds from the t-shirts will go straight to the Genesis Appeal, the only UK charity entirely dedicated to preventing breast cancer.
Inspired by the reaction many girls and women have when they walk out of one of Freya’s fitting rooms for the first time, the ‘Holy Fit’ campaign has been created to educate young girls and women about the importance of wearing a correctly fitted bra and the difference it can make to their body confidence. Not many people realise that owning a correctly fitted bra can not only change your entire body shape but it boost your self confidence too.
More importantly, wearing ill-fitting bras that do not offer the correct support can cause health risks. Not only can the lack of shape severely drop confidence levels, but physically your body can suffer from back and neck pains, bad posture, scarring underneath the breast and much more.
Laura Lees, whose trademark embroidery has featured in collections by Giles Deacon, Luella Bartley and who has produced one of Topshop’s best selling summer dresses, has created an affordable and stylish collection of bespoke t-shirts exclusively for Freya. The chic t-shirts are inspired by the latest fashion trends and Laura’s personal Freya bra fitting experience. In this season’s hottest styles, the ‘Holy Fit’ range contains five designs including Tattoo Girl, Hearts and Roses, Measured Girl, Brazier and Rose Girl, so there is a print to suit everyone, whether you’re a girly girl or a rock chic!
Even more excitingly, Laura has personalised 10 t-shirts from each design with her classic heart embroidered signature, which will be sent out randomly to a few lucky customers.
Inspirational textile designer Laura Lees comments “When I was approached by Freya it was an easy decision to be involved in this campaign. The message is vital for young girls, I myself wasn’t fitted properly for a long time but now that I have, I can’t believe the difference a simple bra has made to the way I look.”
Laura continues “This collaboration gave me a brand new design challenge and I wanted the t-shirts to be totally unique and bang on trend, so they will appeal to all girls.”
Ann-Marie Manley, Head of Marketing for Freya says, “Nearly 80% of women are wearing the wrong bra size and don’t realise the implications this can have on their breasts, appearance and posture. We hope that Laura’s designs will educate girls about the importance of wearing a correctly fitted bra in a fun and fashionable way. We are delighted to be raising money for the UK breast cancer charity the Genesis Appeal with this worthwhile campaign.”
Designer Laura Lees
At Freya they understand that one size does not fit all and that every woman is different in terms of her size, shape, taste and even how she feels! They are dedicated to producing some of the most fantastic, colourful and fabulous fitting lingerie and bra-sized swimwear around. The whole range of gorgeous lingerie starts at a tiny 28 inch back size and goes right up to a voluptuous J cup.
As with any limited edition collection there are only 60 t-shirts available in each design, so for those who want to get the hottest look this season, visit the campaign website www.theholyfit.com to buy your favourite design.
