A lingerie brand in the US is steadily gaining attention thanks to its unique selling point; it's the first brand to exclusively offer lingerie for breast cancer survivors.
AnaOno Intimates is a sexy lingerie collection for women who have had breast cancer and dealt with mastectomy. The range carries high impact sports bra, shelf bra, lace bralette and more, offering comfort, beauty and allure.
Not only that, the lingerie is created so that it can fit women of all shapes and sizes and circumstances; from lumpectomy to mastectomy, unilateral to bilateral, flap surgery to implant reconstruction.
The brand was launched by Dana Donofree last May, whose own battle with breast cancer inspired her to create the underwear.
In 2010, the day before her 28th birthday and two months before her wedding, Dana was diagnosed with Infiltrative Ductal Carcinoma (the most common form of breast cancer), and underwent a bilateral mastectomy, reconstructive surgery and chemotherapy.
Speaking to Today.com, Dana said that she decided to create the line after feeling uncomfortable and unsexy when wearing her old underwear.
"I went to my underwear drawer and pulled out all the beautiful lacy bras I owned and I quickly realized this wasn't going to work — I was no longer normal," revealed the designer.
"I thought, this can't be it: This can't be the way I'm going to have to live the rest of my life. I can't imagine wearing a sports bra every day to work, to business meetings, to a fun night out with my girlfriends. I made it my job to find a bra in the market."
A fashion and design graduate from Savannah College of Art and Design, Dana had worked with several labels before and during her fight against cancer, so she used the skill to develop something positive for women who suffer from breast cancer.
To make the bras more comfortable, there is no underwire and the traditional shape has been adjusted using stretchy fabric, so that women who might have had a mastectomy will feel comfortable.
Ultimately, the brand is about offering something "comfortable and beautiful after a decidedly ugly experience". AnaOno Intimates also donates 10% of all sales to breast cancer foundations.
While the line was created in the US, they also ship to the UK. You can see their full range here.
Breast cancer is the most common cancer in the UK, with 1 in 8 women diagnosed with the illness over the course of a lifetime.
To find out more about it, head to cancerresearchuk.org.