Loryne Atoui, the founder of breast cancer awareness and support group One Wig Stand, has come up with a fun and feminine way to support breast cancer survivors – by hosting a contest to design gorgeous underwear. We asked her to tell us more about Bras for a Cause.
Tell us about the concept of Bras for a Cause?
We came up with the idea of designing bras for breast cancer survivors because there are very few places in the Middle East that sell them – these bras come with special requirements and are hard to find. You won’t find them in lingerie stores, but only in a few specialist pharmacies. They have pockets on the inside and tend to sit higher from the chest, and are a little wider than regular bras.
What is your personal connection to the cause?
It is close to my heart, because I had a family member suffering from breast cancer. I felt very helpless at that time, and also noticed the lack of awareness about the issue here. I noticed how hard it was to get support, and a lot of information was only available by word of mouth. I realised there was a need to connect women so they could help each other.
How can people get involved with designing the bras?
We have a few different categories for bra designers. There’s the ‘Her Bra’ design category, for bras that are to be worn by breast cancer survivors – this category is open to anyone, but the bras should be designed keeping in mind the needs of the women who will be wearing them. The ‘Everybody wants me Bra’ is a general bra that anyone can wear. There’s also the chance to design a T-shirt instead.
And you also have a professional’s category?
Yes, there will be designer pieces, made by professionals who we’ve invited to take part in Bras for a Cause. Their designs will not be a part of the actual contest, but will be part of the fashion show we’ll be holding later. We do have some international names lined up, including Iffa from London, who will be designing T-shirts for the concert. More designers will be coming on board later for auctions in September and October, and the proceeds will go to breast cancer fundraising groups.
Are you expecting the designs to be funky or practical?
Part of the criteria for designing them is they should be wearable, because they are going to be put on sale. There are no specific rules, but they have to be very creative because we want something new. The bras at the moment are very basic, almost medical. We want breast cancer sufferers who will wear the bras to feel beautiful.
What boundaries should people respect when it comes to designing the bras?
It is a sensitive topic, and we are approaching the campaign pretty sensitively as well. The graphics are very modest, and not focusing on any sexual aspects of underwear, as this campaign shouldn’t be taken in the wrong way. So designers should follow the set of guidelines carefully.
Contest deadline June 26. For competition guidelines and details, visit www.fustany.com/brasforacause. A store selling the bras will be opening in the UAE in September, check the website for updates.
