Aging isn’t generally celebrated, especially when it comes with hot flashes, chills, night sweats, trouble sleeping, and mood swings. In fact, many brands and marketing avoid the M-word or menopause, as if women magically go through this phase of transformation and come out stronger “on the other side” after years of being hermits – not unlike Gandalf the White after battling the Balrog in The Lord of the Rings.
So it’s refreshing to see brands show their colors and support this phase in a woman’s life. When you consider that only five species of mammals currently live past menopause (beluga whales, narwhals, killer whales and short-finned pilot whales, aside from humans), there is indeed cause for celebration.
Irish clothing company Primark is putting menopausal women front and center and supporting them with the first-ever menopause collection. One might wonder what special clothing women need during menopause. Those with anti-flush technology, cooling yarn, odor control and temperature control to relieve symptoms like hot flashes, night sweats and chills.
“We are aware of the many different challenges that menopause can bring to women. As part of our overall drive to support women at all stages of life and break down everyday taboos, we recognized that specialty products are not accessible or affordable for everyone and we wanted to change that,” said Primark Sales Director Ann-Marie Cregan in a press statement.
“This range has been developed and tested for two years to ensure we are developing innovative and novel products specifically designed to relieve one of the most common symptoms of menopause, hot flashes. We take great pride in offering our customers a range that really works, at prices that as many women as possible can afford, and we hope it will help them look and feel their best every day ‘ adds Cregan.
The collection consists of 14 pieces of affordable essentials such as pajamas and nightgowns, shaping leggings and anti-chafing shorts, high waist briefs, mini briefs and supportive bralettes with no underwire. Part of the Primark Cares label, it’s made from recycled nylon and recycled polyester.
How does the technology work? “Using a complex blend of yarns, the fabric absorbs heat from the skin’s surface during hot flashes and then releases it again when it cools down. At the same time, the innovative material wicks away excess moisture, fights odor and has an antibacterial coating, so it feels fresh during the day or helps you sleep better at night,” explains Primark.
The new collection is supported by social media and in-store marketing providing more information on the topic of menopause. It’s refreshing to see that Primark has opted for a body positive campaign targeting women who are, or may be, going through menopause.
Primark’s menopause collection is available now in 93 selected stores worldwide and online. The prices range from 8 to 14 euros (7 and 12 British pounds / 9 and 16 US dollars).
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