Marks & Spencer has announced a partnership with Breast Cancer Now by launching the #ShowYourStrap campaign, supported by celebrities including Maisie Williams, Laura Whitmore, Daisy Lowe, Jade Parfitt, Denise Welch, Rebecca Adlington and Zoe Hardman.

The initiative aims to encourage the public to take to social media to show support for the battle against breast cancer, by posting a selfie showing their bra strap, and donating £3 to Breast Cancer Now. Model Rosie Huntington-­Whiteley has also partnered with Marks & Spencer to launch an exclusive sleepwear and lingerie collection for Breast Cancer Awareness Month, with 10% from each sale donated to Breast Cancer Now.