If you’ve found your feeds painted pink with jewellery, sneakers and even stationery from a slew of labels ever since October 1 rolled by, we’re not surprised—October is, after all, globally known as Breast Cancer Awareness Month. And this year, Swedish fashion giant H&M has decided to show its support to the cause by going down a more personal route. Launched earlier this week, the label’s capsule collection of bras, Close to My Heart, is inspired by an employee and a breast cancer survivor’s futile hunt for affordable, stylish and functional lingerie. Staple styles like sports bras with front closures, bralettes and soft-cup bras in neutral tones, with fabrics spanning from lace to micro-fibre, make up the line, which is designed for women who have undergone a single or double mastectomy. While the bras may not seem out of the ordinary at first glance, they come with special features. Starting at 32A and going up to 38D, they offer more coverage and have pockets made out of mesh to support the prostheses.

What’s more? All the proceeds from the sale of the collection, which will also be available online, go to the American Cancer Society (ACS). Through the month of October, H&M will work with ACS to raise $125,000 for causes spanning research, up-to-date cancer information and education, along with access to cancer screenings and follow-up care.