Lounge’s Feel Your Breast Campaign Is Back To Support Breast Cancer Awareness—and Open Up Crucial Conversations Around Women’s Health

There’s a particular type of nervousness that comes with checking in on your own health, especially when looking for symptoms of something serious. Lounge has spent eight years and counting tackling these fears in order to make breast checking a normal part of our routine, and hopefully a time where we can even find connection and community with other women. October marks global Breast Cancer Awareness Month, and Lounge is back with its eighth Feel Your Breast campaign in honour of The Lounge Foundation to make knowing your normal a non-negotiable.

Rather than being a clinical or daunting moment centered around diagnosing an issue, breast checking can become a regular part of your schedule that is as ingrained as your other daily rituals. The better you know your ‘normal’, the quicker you will be able to notice any small changes. Through activations, educational content, and storytelling, Lounge encourages women to know their body and become more comfortable with breast checking.

To further this mission, a limited-edition Feel Your Breast Pointelle Triangle Lingerie Set is available for free when you spend over £40 on site throughout October.

£5 from every qualifying order is donated back to The Lounge Foundation, supporting women’s and children’s health, to add to the £1.5 million that Feel Your Breast has raised since 2019.

Knowing Your Normal

A regular breast check will help you to identify anything that feels new or different for your body. According to the NHS, symptoms to look out for may include:

• a lump, or swelling in your breast, chest or armpit
• a change in the skin of your breast, such as dimpling (may look or feel like orange peel)
• a change in the colour of the skin on your breast—on black or brown skin it may look darker than usual, on white skin it may look red
• a change in size or shape of one or both breasts
• nipple discharge (if you are not pregnant or breastfeeding), which may have blood in it
• a change in the shape or look of your nipple, such as it turning inwards (inverted nipple) or a rash on it (may look like eczema)

It’s important to know that most changes turn out to be nothing serious. But if something feels different and doesn’t go away, you should always see your GP and open up the conversation. The earlier you identify a change and seek advice, the earlier you can get the answers you need.

Feel Your Breast Campaign

All donations from the Feel Your Breast campaign go directly to The Lounge Foundation, which supports Lounge’s work to improve the lives of women and children throughout the year—not just in October. From offering grants to individuals navigating a cancer diagnosis to transforming patient experiences through beautiful, nurturing spaces and essential life-saving equipment in hospitals, Lounge is creating real change.

The Boob Box is one of the brand’s biggest campaign activations, designed to make conversations around breast health more accessible, engaging and empowering. Championing knowing your normal and educating young women on the signs and symptoms to look for when performing a self-examination, The Boob Box spreads Lounge’s mission and education across the country. In 2025, more than 20,000 students visited The Boob Box during its UK university tour.

To further the Feel Your Breast goals, Lounge’s Legends continue the conversation on why checking your breasts and getting to know your body can be life-saving. Georgie Swallow, Leanne Pero, Dani Moore, Angel Teea, Chloe Dixon, Miriam Fearon, Toye Mary, and Dizzy Dalton are eight remarkable women involved, who embody courage, resilience, and strength as they continue their own journeys with breast cancer.

Leanne Pero MBE was diagnosed with breast cancer at 30, and then went on to found her namesake charity that houses the Black Women Rising Cancer Support programme. Its goal is to support women of colour through their cancer diagnosis and treatment, as well as creating greater awareness among young people and the BAME community. Black Women Rising currently supports over 800 women in the UK, and has passed the £1.1 million fundraising mark.

Dedicated cancer educator Georgie Swallow is a young adult ambassador for Trekstock, a UK charity dedicated to supporting young adults in their 20s and 30s living with or beyond cancer, whom Lounge has previously partnered with. After being diagnosed with stage 4 Hodgkin’s lymphoma at age 26, Georgie shares Lounge’s mission to educate and build community.

These are women who have been through diagnosis, treatment, remission, and everything in between, sharing their stories in the hopes that it will encourage someone else to get to know their body and seek help sooner when needed.

By shopping with Lounge this October, you aren’t just donating to the Feel Your Breast campaign, but furthering conversation and awareness that can save lives.

Donate and learn more about The Lounge Foundation here.