Bringing mastectomy lingerie into mainstream

Posted by Tina Doueihi on

What an exciting start to our year at Red Fern Lingerie. So much has been happening. Where do I begin?

One of my personal goals has always being to bring awareness that breast cancer survivors are women who deserve the same choice in lingerie we enjoyed before diagnosis and treatment. I have never been a fan of the way mastectomy lingerie was limited in style choice, treated in a clinical manner and hidden in the back corner of boutiques and department stores.

Red Fern Lingerie is certainly changing the mastectomy lingerie space and bringing the one of the last taboos in lingerie into the mainstream. How? Read on.

 We were invited to participate in the Red Carpet Style Lounge in honour of the 2016 Academy Awards. Our lingerie was included in the gifting suite event at the W Hotel, Los Angeles. This event was a great opportunity to bring our brand and mastectomy lingerie into the mainstream. The media coverage received has been fantastic and we were recently featured in the US InStyle Magazine. Here is the link to the feature:

Bringing mastectomy lingerie into mainstream.

 On Monday, 15 February, I was invited to chat to the panel on The Project TV, Channel 10. It was absolutely exciting to discuss with Carrie Brickmore and the panel why I created Red Fern Lingerie and the invitation to participate in the Red Carpet Style Lounge in honour of the 2016 Academy Awards. I had a blast and it was a fabulous experience that I am still on a high from. Here is the link:

Bringing mastectomy lingerie into mainstream.

 A few days after appearing on Australian national prime-time television, I flew to New York City to exhibit at an industry trade-fair, Curve NY. All I can say is WOW, WOW, WOW. Did I say WOW? New York was amazing, the energy was vibrant and the event was fantastic. The response from buyers, lingerie influencers and bloggers was brilliant. Everyone loved our brand, loved what we are doing and most importantly loved the lingerie too. Be prepared to see Red Fern Lingerie in many boutiques over the coming months. Below are some photos from the event.

Bringing mastectomy lingerie into mainstream.

 One of the highlights was participating in the fashion show. Being a brand that does things differently, that is just what we did. Staying true to our core values, Red Fern Lingerie was modelled by two absolutely beautiful women, Kiku and Jennifer, who are breast cancer survivors. Kiku and Jennifer rocked the catwalk on both days. This was a first at Curve NY; a first in having a mastectomy brand presented on the fashion runway by breast cancer survivors.

Bringing mastectomy lingerie into mainstream.

 We also debuted our second range, Hannah’s Hope, at Curve NY. This range was inspired by my great niece and God-Daughter, Hannah. Hannah was born on my diagnosis anniversary to the day. My hope is Hannah and her generation will never know breast cancer except in the history books and mastectomy lingerie will no longer be needed. Until that time, I will continue to do what I can to empower women and help them reclaim their body confidence with gorgeous, modern and sexy lingerie. Hannah’s Hope will be available at our stockists and online boutique very soon.

Bringing mastectomy lingerie into mainstream.

 So as you can see, 2016 has only started and we have achieved so much and with more to come. I can’t tell you how happy I am helping my sister survivors finally have a real choice in mastectomy lingerie. To me, choice is empowerment and I love that I can help empower my sister survivors by returning to them a real choice in lingerie.

 Please feel free to send me an email with your thoughts and feedback.

Love and health

Tina xx

Curve NY at Javits Centre North, New York City.

The beautiful Jennifer wearing Ava in Sapphire Blue from Hannah's Hope range.


The stunning Kiku wearing Amelia-Marie from Joy of Marie range.



Staying true to our core values, Jennifer and Kiku, are breast cancer survivors who modelled & rocked the fashion show. Kiku is wearing Grace in pearl from Hannah's Hope range.

Meeting buyers.

Meeting more buyers and showing them our gorgeous lingerie.

Red Fern Lingerie beautiful models and me.  You can see Lisa with us in spirit behind us on the banner.

Our first stockist from Australia, Gillian Horton from Colleen's Post Mastectomy Connection, Canberra.  As survivors, we share a vision to change the way mastectomy lingerie is viewed and to make the experience more empowering to the women by giving them a real choice in lingerie. 


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