Victoria's Secret rejects special mastectomy bras because idea is too 'complicated' - despite breast cancer survivor's appeal with 120,000 signatures

PUBLISHED: 15:12 EST, 20 May 2013 | UPDATED: 15:14 EST, 20 May 2013

Victoria’s Secret has rejected an appeal for a special 'Survivor' line of bras, made for women who have undergone mastectomies.

Limited Brands, which owns Victoria's Secret, revealed it was in the process of researching the bras' development in February after a petition created by Allana Maiden, the daughter of a breast cancer survivor, garnered 120,000 signatures in less than two weeks.

But a Victoria's Secret representative, who called Mrs Maiden, 27, two weeks ago to break the devastating news, said that the company will not be going ahead with the special bras' creation.

Victoria's Secret petition: Allana Maiden (right), who launched the petition, was six years old when her mother, Debbie Barrett (left), was treated for breast cancer and underwent a single mastectomy

'Through our research, we have learned that fitting and selling mastectomy bras… in the right way… a way that is beneficial to women is complicated and truly a science,' Victoria’s Secret vice president of external communications, Tammy Roberts Myers, told ABC News .

'As a result, we believe that the best way for us to make an impact for our customers is to continue funding cancer research.'

Mrs Maiden, who launched the petition on January 17th via change.org, was six years old when her mother, Debbie Barrett, was treated for breast cancer and underwent a single mastectomy. And finding a bra to fit, she says, was an added traumatic challenge her mother didn't need.

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The mother-daughter duo, armed with the signatures from the petition and comments from cancer survivors, such as, 'I cried when I threw away thousands of dollars of Victoria’s Secret bras I can never wear again,' met with Mrs Roberts Myers three months ago - and left the meeting 'optimistic.'

Mrs Maiden, who works at an animal shelter, told Fashionista at the time: 'We didn’t really know what to expect going in.

'[Mrs Roberts Myers] had been really nice on the phone when I had talked to her before, and she seemed really interested in my ideas, so I kind of thought it would continue to go that way, but I wasn’t really expecting it to go that high.'

'Fitting and selling mastectomy bras… in the right way… is complicated and truly a science'

She revealed that Victoria’s Secret had already begun researching the design process of a mastectomy bra, and the company planned to fly Mrs Maiden and her mother to its Columbus, Ohio headquarters to meet with developers.

'It’s good to know that I’m helping somebody that’s high up in the company and that seems interested in finding out more about this and what we can do to make it possible,' she said in February.

Victoria’s Secret, which donates '$10s of millions to cancer research,' responded to the initial meeting with a statement: 'We celebrate those who champion the fight against breast cancer. Victoria’s Secret and our parent company, Limited Brands, have been dedicated to helping eradicate this disease.

'Ultimately, we are working towards celebrating the day when breast cancer is a thing of the past. In the meantime, we are listening and learning to understand if there are additional ways for our company to continue to extend its support.'

Allana Maiden, who launched the petition driven on change.org, was six years old when her mother, Debbie Barrett, was treated for breast cancer and underwent a single mastectomy - and finding a bra to fit, she says, was an added challenge she didn't need.

Making a difference: After the petition received 120,000 signatures in less than two weeks, Limited Brands' VP of external communications, Tammy Roberts Myers, met with the duo in February to discuss a game plan

After a mastectomy, many women wear a prosthetic breast; and special post-mastectomy bras have internal pockets that can fit the prosthesis.

There are retailers that sell these specialty bras, however Mrs Maiden explained that near her mother's home in rural Virginia, retailers that stock them are rare and the bras she has tried to order online fit poorly.

'She was driving an hour and a half to go to the closest store that sold specialty bras,' Mrs Maiden told the New York Daily News.

'She's never said anything or indicated that she's had self-image issues. But I've seen what a struggle it can be to find a bra that fits. After everything else she's been through, buying a bra shouldn't be a huge ordeal,' she added.

So Ms Maiden suggested Victoria's Secret create a line of post-mastectomy bras, which she has nicknamed the 'Survivor.'

She notes in her petition that 'Victoria's Secret is known for helping women feel confident and comfortable' - two features she had found lacking in the small selection of post-mastectomy bras available.

The retailer's national reach (it has more than 1,000 stores in America alone) would make such bras readily available for women who live in more rural areas.

Mrs Maiden hoped that her petition would ultimately lead to a new offering in Victoria’s Secret stores, and she was particularly disappointed in the recent decision after actress Angelina Jolie announced that she had undergone a preventive mastectomy.

Mrs Maiden told ABC News: '[Ms Jolie] put the news out there that you can still be attractive after having breast cancer and mastectomy. But a beautiful bra would have been a great thing to have, and now these bras are very limited.'

She added: 'My mom and I have always said how much we appreciate Victoria’s Secret research efforts. But cancer research doesn’t help survivors feel beautiful after the battle is over — mastectomy bras do.

'This is a company that prides itself in innovation that helps women feel beautiful. I don’t think cancer survivors like my mom should be the exception to the rule.'

Victoria's Secret Declines to Make 'Survivor' Bra Line

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VS bras are overpriced and poorly made...why would anyone want to shop there? Buy quality elsewhere, and leave VS to the people who have more money than brains.

- PK , Kennewick, United States, 21/5/2013 03:30

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This is about image, nothing more. VS wants only attractive young women in their stores for the "appearance". Online they sell clothing in styles and sizes for older and larger women that is not available for purchase in stores. VS is a former client of mine and they work extremely hard to portray an image in stores and with advertising that is consistent with sex, beauty and youth. Increasingly very young girls are stores largest customers. It is their right of course but it is revolting all the same. There is no way VS would want older, potentially bald, even remotely sickly looking women in their stores. I have no doubt they would carry the Survivor line if it could be sold online - out of sight. However, VS subtly admits these garments would require in store fittings and that would certainly be unacceptable to many of their immature staff but the primary objection is that VS doesn't want "those" kinds of women in their stores. It's nauseating.

- Blue Devil , Ojai, California, 21/5/2013 03:21

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Wow why was I red arrowed?? I just agreed with the top commenter!

- RT , Canada, 21/5/2013 03:10

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I went to one of the stores in America and its not for me seemed to be aiming at very young girls. Not really a scandal they will not do this why would they give up floor space for a product that will not sell as highly as another. Remeber companies like m&s; and Debenhams invest in making a high range of products available to you and create a lifetime of loyalty so its not surprising they support women in this way - excuse the pun

- Clairec , West London, United Kingdom, 21/5/2013 03:00

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I understand what VS is saying but if other companies make mastectomy raw, why couldn't they? I believe what a lot of you are saying is so- its not their image. And if that be, shame on them and I feel I would boycott them and shop elsewhere. VS represents being a sexy confident woman. A woman who lost a breast is entitled to still feel this way about herself. Yes their sexy youthful models sell their product, but not everyone fits that bill- but should be entitled to buy it and feel like the sexy strong empowered woman she is. Her breasts should not be the determining factor. Ladies, if you feel discriminated by them, go elsewhere. I haven't had a mastectomy, but support the ladies who have and will shop elsewhere.

- RachelRuby , Asbury, United States, 21/5/2013 02:31

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VS has always catered to a 'small' market. When they started up while I was still a young woman, I couldn't get a bra there because I needed a C cup and they didn't carry anything over a B. This company made its start selling the Wonderbra, a bra to make fried eggs look like half an orange. They are all about youth and sex, mastectomy isn't their market. Their catalog is the number one stroke book among American married men. Mastectomy bras just don't fit the corporate image. Almost every medium or larger town has at least one lingerie shop that specializes in fitting bras for clients with all kinds of 'special' requirements, including mastectomy. You shouldn't expect Hooters to cater infant birthdays and you shouldn't expect VS to carry mastectomy bras. Get a grip.

- pat , penna, 21/5/2013 02:08

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VS isn't THAT overpriced. They're also the only people that have my size reliably. Great company and they have a right to sell what they want without being criticized for it.

- Eliza , OKC, OK, 21/5/2013 01:58

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Most of victorias secret bras have so much padding in them....

- Mathlete , The Shire, United States, 21/5/2013 01:19

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whats a mastectomy bra?

- unknown , Georgetown, 21/5/2013 00:53

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if you are offended by their decison, simply don't shop there any longer.

- LauraJP , Groveland Florida, United States, 21/5/2013 00:32

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