Di Murini, the first luxury mastectomy lingerie brand has launched with a collection created as a result of the strong pleas from women who have undergone breast cancer who wish to wear sexy and feminine lingerie.
Until now such an offering has been non-existent in the post-surgery lingerie sector.
Involving over 100 women in their research and focus groups, Di Murini collected data and found the following:
- 58% of women are currently dissatisfied or very dissatisfied with their choice of mastectomy bras
- 81% wished to purchase more sexy and fashionable lingerie products
Quotes from women within focus groups include:
“I want to get a bra in nice colours instead of white, black and skin tone…why is the range so limited?” – Claudia
“I feel there is an assumption by most manufacturers of mastectomy bras that post operative women don’t need to look or feel sexy any more…I still want underwear that is funky and youthful.” – Geraldine
“I want delicate bras that don’t look like they’ve been designed by NASA or Forth Bridge engineers!” – Jennifer
Nearly 44,000 women are diagnosed with breast cancer each year in the UK (Breakthrough Breast Cancer). While more women are surviving due to advancements in treatment and earlier detection, the number of younger women being diagnosed is growing. Traditional mastectomy lingerie manufacturers have not offered products suitable for the younger market.
Using the finest European materials, contemporary patterns and enhanced construction techniques, the designers and technicians at Di Murini have created a collection that addressed both the stylish desires and functional necessities the market has been crying for.
Di Murini’s research indicated that very high on women’s mastectomy lingerie preferences was products with great comfort and fit so they set out to create exceptional comfort by lining all mastectomy bras and pocketed garments with Swiss created Aloe Vera infused fabric. The innovative fabric offers a skin conditioning technology, wash after wash. The Aloe Vera lining moisturises, sooths and provides anti-irritant properties along with many other known benefits of the Aloe Vera plant extract. In the Rowena collection, the Aloe Vera lining is available in the mastectomy bras and the pocketed camisole.
Read more online at Di Murini