Australian lingerie label Honey Birdette is raising $30,000 for a breast cancer charity as part of Breast Cancer Awareness Month.
The sexy brand is selling hot pink stockings and a pink marshmallow candle to help reach the target, with proceeds raised going towards funding Australian breast cancer charity the McGrath Foundation’s Breast Care Nurses.
The charity work comes after the lingerie label has had an incredible year, according to The Sydney Morning Herald, it was recently bought by Playboy for a staggering $443 million. SMH, also reported that the label is expected to bring in $73 million dollars in revenue for the 2021 financial year. A huge earning, considering 2021 has involved extensive lockdowns and the on/off closure of Honey Birdette stores.
Honey Birdette is normally known for its sexy and risque advertising – which has been found in the past to occasionally breach ad standards. For example, according to 9honey, a store window campaign was found in breach of sexuality and nudity standards in July.
However, the label is now channelling its sex appeal for good, the brand has also released a new pink lingerie set to go with the limited edition pink stockings.
Honey Birdette’s founder Eloise Monaghan explained that she had lost someone close to her to breast cancer, and was devastated when one of her staff members was also diagnosed when she was just 28.
Monaghan said: “Watching her go through chemotherapy was heartbreaking, but she made it through.
“It really made it hit home for me and my team how essential it is to check your breasts regularly.”
