Debenhams, in Waterloo Square, South Shields, is holding a free fitting event where a professional bra consultant will offer expert advice.

It is hoped that the event – which runs until Sunday – will promote the health benefits of wearing the correct size bra, as well as raise the awareness of the Breast Cancer Campaign, a charity the store has supported for the past seven years.

Store manager Emma Storey said: "The breast cancer campaign lies close to my heart, as my mum was diagnosed with breast cancer eight years ago.

"This is a disease that touches everyone, and many of us will know someone – a friend, family member or work colleague – who has battled breast cancer.

"As a store, we hope to generate further awareness of the campaign. To coincide with it, Debenhams is holding a bra fitting week, and everyone is welcome to pop in and see one of our consultants."

The store will donate 50p from every bra sold, along with a
percentage from further products, to the Breast Cancer Campaign.

Christina Partakides, Breast Cancer Campaign corporate partnerships manager, said: "The Breast Cancer Campaign relies entirely on voluntary donations, so our long-term partnership with Debenhams is extremely important.

"This successful relationship has not only raised vital funds for research into breast cancer but has also raised awareness of the disease among Debenhams employees and customers."

She added: "Although there is no link between wearing bras and breast cancer, any event that will encourage women to become more breast aware is extremely worthwhile.

"We hope the event will help to raise awareness and vital funds for breast cancer research, and look forward to working with Debenhams again in 2009."

Breast Cancer Campaign's mission is to beat breast cancer by funding innovative world-class research to understand how the disease develops, leading to improved diagnosis, treatment, prevention and cure.