ELLE's Sophie bins her bra

Watch why you should, too

Did you catch ELLE’s beauty director Sophie Beresiner on ITV’s Lorraine yesterday morning? What do you mean, no? OK, well you’re in luck, because we have managed to sneak the clip so you can watch her bin her bra for Breast Cancer Awareness month.

Sophie, who has written movingly about the own experience of the disease in the November issue of ELLE, is behind the joint ELLE and Lorraine campaign, encouraging women to donate bras they no longer wear.

ADVERTISEMENT - CONTINUE READING BELOW

For every tonne of bras (9000-ish) donated to House of Fraser stores across the UK, Against Breast Cancer will receive £1000. Plus, all our unwanted bras will then be shipped to developing countries in Africa.

Time to start rooting around in our underwear drawer for a very good cause.

<object id="flashObj" width="350" height="315" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,47,0"><param name="movie" value="http://c.brightcove.com/services/viewer/federated_f9?isVid=1" /><param name="bgcolor" value="#FFFFFF" /><param name="flashVars" value="@videoPlayer=2728591137001&playerID=72342324001&playerKey=AQ~~,AAAAABn4dxs~,AY7gyox5PDgoFzRVhsm8l3GdwN2mXG9_&domain=embed&dynamicStreaming=true" /><param name="base" value="http://admin.brightcove.com" /><param name="seamlesstabbing" value="false" /><param name="allowFullScreen" value="true" /><param name="swLiveConnect" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://c.brightcove.com/services/viewer/federated_f9?isVid=1" bgcolor="#FFFFFF" flashVars="@videoPlayer=2728591137001&playerID=72342324001&playerKey=AQ~~,AAAAABn4dxs~,AY7gyox5PDgoFzRVhsm8l3GdwN2mXG9_&domain=embed&dynamicStreaming=true" base="http://admin.brightcove.com" name="flashObj" width="350" height="315" seamlesstabbing="false" type="application/x-shockwave-flash" allowFullScreen="true" swLiveConnect="true" allowScriptAccess="always" pluginspage="http://www.macromedia.com/shockwave/download/index.cgi?P1_Prod_Version=ShockwaveFlash"></embed></object>

Read Next: