all images: source

Stella McCartney has unveiled her new lingerie designs, in support of Breast Cancer Awareness month.

The English designer has enlisted fellow Brit Cara Delevingne to star in the campaign. Taking time out of her busy acting career, Cara stuns in the underwear shots.

"[Cara] represents a generation of young women that we are really trying to reach," Stella said in a statement.

Cara takes over from Kate Moss, who fronted the ads in its inaugural year in 2014.

Stella also spoke of her desire for the social media and web launch of the ads to “inspire all generations of women to be aware of breast cancer and be aware that preventing it is the most positive approach."

The photos were shot by Sean Thomas, and in one image Cara is wearing a pretty pink lace set, making a heart shape with her fingers over her left breast.

The collection is called the Alina Playing range, and is made up of a balconette bra, a soft-cup bra and a bikini brief. All three are the same shade of pink.

Price start at $55 for the briefs and $110 for the bras. A percentage of profits will be donated to three breast cancer charities, including Linda McCartney Centre in Liverpool, England, part of the Royal Liverpool University Hospital, which is the boyhood hometown of her Beatles legend father Paul.

The other charities that will benefit are the National Breast Cancer Foundation in the U.S. and the National Breast Cancer Foundation in Australia.

Stella's mother Linda died of breast and liver cancer in 1998, just three years after she was diagnosed.

Another part of the range is the Louise Listening bra, a post double-mastectomy compression bra.

"We wanted to bring something beautiful and feminine into a bra that is taboo… something that allows women undergoing [a mastectomy] to have something to be proud of, something with no shame attached," Stella explained.

Proceeds from the Louise Listening bra will directly benefit the London-based cancer charity Hello Beautiful Foundation.

The Alina Playing collection will be available from today, on Stella's website and selected stores including Barneys New York and Bergdorf Goodman in the Big Apple and Harrods and Selfridges in London. The Louise Listening bra can be pre-ordered from today as well.

Breast Cancer Awareness Month falls in October.


Sep 10, 2015