Breast Cancer Awareness Month: bonprix strengthens women’s health advocacy with “Feel ahead!” initiative and Pink Collection

Breast Cancer Awareness Month: bonprix strengthens women’s health advocacy with “Feel ahead!” initiative and Pink Collection

(IN BRIEF) bonprix, together with Brustkrebs Deutschland e. V., has launched its “Feel ahead!” campaign for Breast Cancer Awareness Month, highlighting the importance of breast self-examination with the striking image of a knotted bra. Running alongside the release of its Pink Collection, the initiative uses lingerie and lifestyle fashion to bring awareness directly into women’s everyday lives. A dedicated landing page offers self-check tips and myth-busting resources, while bold visuals and disruptive social media reels aim to capture attention. With around 75,000 women diagnosed annually in Germany, the campaign emphasises how crucial self-checks are for early detection. Supported by creative partners Wynken Blynken & Nod and photographer Linda Ambrosius, the campaign also builds on bonprix’s long-standing partnership with Brustkrebs Deutschland e. V., to which the company contributes annually through financial donations for education and outreach.

(PRESS RELEASE) HAMBURG, 2-Oct-2025 — /EuropaWire/ — bonprix has launched a new awareness initiative under the message “Feel ahead!”, coinciding with International Breast Cancer Awareness Month this October. In collaboration with Brustkrebs Deutschland e. V., the campaign combines a striking visual motif—a knotted bra symbolising the profound change that breast cancer brings to women’s lives—with a strong call to action: take breast self-checks into your own hands as part of a monthly routine.

The initiative underscores bonprix’s long-term commitment to the cause, with October campaigns dedicated to breast cancer awareness since 2017. This year, the company pairs its message with the release of a new Pink Collection, offering lingerie in vibrant fuchsia tones and comfortable pieces such as soft bras and striped flannel pyjamas, designed to bring both style and comfort while raising awareness in everyday settings.

A dedicated landing page provides visitors with practical resources, including instructions for self-examination and myth-busting information about breast cancer. The urgency is clear: every year, around 75,000 women in Germany are diagnosed with breast cancer, and in most cases, it is women themselves who first detect changes.

Carolin Klar, Managing Director Product, Sourcing & Corporate Responsibility at bonprix, commented: “We want to engage on issues that matter deeply to our predominantly female customer base. By using our platform, we can make an impact on awareness for breast cancer screening, and this campaign demonstrates our responsibility as a brand to address the realities of women’s lives.”

The creative campaign, developed with the agency Wynken Blynken & Nod and brought to life visually by Linda Ambrosius, brings the knotted bra into public consciousness through photos, videos, and digital activations. It also leverages social media with disruptive reels showing the bra in unexpected everyday settings, delivering a strong visual metaphor for something often invisible at first.

Malin Biernacki, Brand Marketing Manager at bonprix, explained: “With ‘Feel ahead’ we created a bigger picture to resonate emotionally with women, encouraging them to integrate breast self-checks into their routine. The concept is bold, simple, and meant to provoke reflection.”

For Brustkrebs Deutschland e. V., the collaboration represents a valuable way to reach audiences otherwise difficult to engage. Chairwoman Renate Haidinger expressed appreciation: “Bonprix is a crucial partner. Their reach helps us expand our educational work far beyond our own channels. Together, we’re spreading the vital message of early detection.”

Beyond awareness, bonprix also donates a fixed amount annually to Brustkrebs Deutschland e. V. to support educational projects. This year’s campaign extends across Instagram, Facebook, Pinterest, European online shops, and bonprix’s own digital channels, ensuring the knotted bra visual and the core message “Feel ahead!” gain strong visibility across both fashion and health contexts.

With this empathetic campaign, bonprix underscores its commitment to raising awareness for women’s health, bringing together fashion, education, and advocacy to strengthen the fight for early breast cancer detection.

About bonprix 

With online shops in 16 European countries and additional B2B business in several markets, bonprix offers its mainly female target group fashion with a strong value-for-money proposition. The e-commerce company, founded in 1986, today reaches approximately 10 million active customers annually. With a revenue of 1.24 billion euros in Europe in the fiscal year 2024/2025, bonprix is among the strongest revenue-generating brand concepts of the Otto Group. Around 1,500 employees are based at the Hamburg headquarter and at other locations in Poland, Italy, and France.

The diverse product range includes womenswear and accessories, complementary assortments for men and children, as well as selected home and living products. bonprix stands for fashion produced in-house in a wide variety of styles and sizes, and pursues an ambitious sustainability commitment.

For more information, visit en.bonprix.de/corporate.

Media contact:

Katharina Schlensker
Lead external corporate communications / Spokeswoman
corporate@bonprix.net

Marleen Kort
Corporate Communications Specialist
corporate@bonprix.net

Maja Räger
Head of Corporate Communications & Employer Branding
corporate@bonprix.net

SOURCE: Otto Group