Love your legs and your 'lady garden' in the name of raising vital funds and breaking taboos – that’s what Heist and the Lady Garden Campaign are calling on women to do this Valentine’s Day, in support of the Gynaecological Cancer Fund.
‘Love Your Legs and Lady Garden’ sees cult underwear brand Heist support the Gynaecological Cancer Fund, donating 15% from each worldwide sale of its signature tights for a 48-hour period, starting on Valentine’s Day.
Customers are being encouraged to head to social media to spread the word, don their tights and get creative with the flower emoji - or a bouquet if they received one – using the hashtag #loveyourlegsandladygarden.
Ellie Howard, Head of Community at Heist, said: “We love the work of the Lady Garden Campaign as they’re casting aside any notion of taboo around the most intimate part of the female body. We’re calling on our community to support this movement and #loveyourlegsandladygarden on social media, mirroring the Lady Garden Campaign’s signature pose, wearing your Heist tights.”
Heist launched in 2015 with the aim of building the "underwear brand of the future," while the Lady Garden Campaign and the Gynaecological Cancer Fund are working together to change the future of female cancers.
With their respective missions so interwoven, the two organisations recognised the impact a partnership could have.
Mika Simmons, founder of the Lady Garden Campaign, said of the charitable initiative: “I love what Heist are doing for women. Lady Garden is very much focused on encouraging women to reframe how they engage with, and take care of, the most intimate area of their bodies, so the partnership felt perfect – both brands have a revolutionising, forward-thinking approach, with legs!
"The monies raised by the partnership will go directly to desperately needed, ground-breaking research into a more personalised approach to gynaecological cancer treatment by Dr Susana Banerjee, a leading oncologist at The Royal Marsden Hospital.”