Marks & Spencer Bares Casts Of Real Boobs To Express How Personal Bra-Fitting Is

British retailer Marks & Spencer is giving every pair of breasts the ample support they need—physically and emotionally—with a public art installation underwired to help normalize the beauty and uniqueness of boobs.

Displayed on London’s South Bank through March 11 were models of the real breasts of 16 employees, whose chests were cast at the studio of Brighton-based female body casting artist Lydia Reeves.

Sixteen, as the installation was titled, was a push-up on the store’s existing love your boobs, it starts with a bra fit campaign. The showcase aimed to illustrate the importance of having your bra properly measured, and with 2,000 experts fitting over 900,000 customers every year, Marks & Spencer believes it’s an expert in the area.

The diverse cast of women who volunteered themselves for the exhibit spanned Bra Fit experts and support center personnel between the ages of 22 and 65.

Among them was a woman who had a mastectomy, as well as one who had a prophylactic mastectomy and reconstructive surgery to reduce the risks of contracting breast cancer, which runs in the family.

“This campaign is all about celebrating the uniqueness of our boobs and encouraging the nation to show them a small but important act of self-care by getting a bra fit,” addresses Anna Braithwaite, Clothing & Home Marketing Director at Marks & Spencer, in a press release.

“So being able to partner with Lydia to create such an empowering piece of art has been really special—we hope it sparks a conversation and gets more people talking about body inclusivity and self-acceptance,” Braithwaite continues. “And who better to be part of it than our very own colleagues who are passionate about making our customers feel more confident about themselves each and every day.”

The stunt is reminiscent of a sports bra campaign by Adidas, in which the sportswear giant flaunted 25 pairs of bare breasts on social media to highlight the need for a perfect fit for all women. 

As someone who has grappled with body issues throughout her life, Reeves hopes to help others celebrate their bodies through her inclusive body of work.

The artist says the campaign “aligns so perfectly with the constant message I shout about in my artwork every day: To show yourself and your boobs some love and self-acceptance, no matter your size or shape, as there is such beauty in our differences!”

“I’m really hoping that, by showcasing these diverse boob casts, it will encourage others to celebrate their unique bodies,” concludes Reeves.

[via Marketing Beat and Drapers, images via Marks & Spencer]