Soma Intimates: Restoring Dignity - One Bra at a Time

Intimate Apparel Retailer Launches Its Next Giving is Beautiful™ Soma Bra Donation With Over 368,000 Bras Collected To-Date

Jan 10, 2013, 08:05 ET from Soma Intimates

NEW YORK, Jan. 10, 2013 /PRNewswire/ -- Soma Intimates announces its next Giving is Beautiful™ Soma Bra Donation.  The nationwide charitable initiative to collect bras for women in need is the largest of its kind. With over 368,000 bras collected to-date, the scale and scope of the project is a testament to Soma Intimates and the Soma customer's dedication to making a difference in women's lives. Starting today and continuing through February 14th, 2013, the company will accept both new and gently worn bras at all Soma boutiques across the country.

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"We began this initiative in 2010 after we learned that bras are one of the least donated, yet most needed clothing items for women in need. The seemingly simple act of donating a bra can help restore a woman's dignity and confidence as she rebuilds her life," states Laurie Van Brunt, Soma Intimates' Brand President. "As we embark on our next bra donation, we want to thank each and every one of our generous Soma customers who have already donated a bra to support other women."

The Soma Bra Donation initiative is national in scope but local in nature — directly impacting communities where the bras are donated. Each of Soma Intimates' 210 boutiques and outlets will work with its local women's shelter to help women in need in that area.

To help raise awareness about domestic violence, Soma will once again partner with the National Network to End Domestic Violence (NNEDV). The NNEDV is the leading voice for survivors of domestic violence. Representing over 2,000 shelter programs across 56 state and territory coalitions throughout the United States, the NNEDV continues to be a vital partner to help spread the word and make a difference in women's lives.

"When a victim of domestic violence has to flee her home in the middle of the night, she will likely arrive at the shelter with only the clothes on her back," says Kim Gandy, President, NNEDV. "We hear from so many shelters how much they appreciate donations of new bras for survivors to wear as they rebuild their lives. The National Network to End Domestic Violence applauds Soma Intimates for partnering each of their boutiques with a local domestic violence shelter to raise awareness about abuse, raise critically needed funds, and help victims reach safety."

First launched in July 2010, this marks the sixth biannual Soma Bra Donation initiative for Soma Intimates. To-date, Soma has collected over 368,000 bras to help women in need across the country.

During this donation period, Soma will feature an exclusive application on Facebook ( This social media campaign will encourage fans to "Take the Pledge" to donate a new or gently worn bra at any Soma boutique. Fans who "Take the Pledge" will also unlock a 25 cent donation to the National Network to End Domestic Violence (up to $5,000). Those who participate are invited to share the campaign virally on Facebook and Twitter. In addition, this interactive application will be featured on select lifestyle and philanthropic websites.

Also during the Soma Bra Donation, the company will be reaching beyond bras in a way that helps local NNEDV-affiliated shelters financially, as well. Customers can Get Gorgeous. Give Gorgeously. by scheduling a private party with three or more friends at Soma January 31st thru February 3rd. When they shop as a group, they will be shopping for a cause—Soma will donate 10% of each party's sales to the boutique's local shelter. Plus, the hostess will receive a free bra for her own top drawer or to donate.

"Our partnership with NNEDV is one that is paramount to the success of the Giving is Beautiful™ Soma Bra Donation. The NNEDV's family of local shelters around the country means every bra we collect will go to a woman in your own community. Over 4 million women in the U.S. stay in domestic violence shelters each year.  It's our ultimate goal that no woman has to choose between buying a bra and putting food on the table," says Van Brunt of Soma Intimates.

For more information about the Giving is Beautiful™ Soma Bra Donation, please visit or contact Melanie Cohen-Nathan:, (212) 524-6323 or Kristin McClement:, (239) 346-4870.

About Soma Intimates:    
Soma Intimates, a division of Chico's FAS, Inc. (NYSE: CHS), offers beautiful and sensual lingerie, loungewear and beauty products. Home of the warmest personal service, Soma embraces women with luxuriously soft fabrics, innovative fashion and an always perfect fit. As of January 10, 2013, Soma Intimates will operate 210 boutiques and outlets across the country as well as a website at

About the National Network to End Domestic Violence : NNEDV, a 501(c)(3) organization, is a leading voice for domestic and sexual violence victims and their allies. Its members include the 56 statewide and territorial coalitions against domestic violence. It works closely with them to understand the needs of domestic violence victims and advocacy programs. NNEDV has been a premier national organization advancing the movement against domestic violence for over 15 years, after leading efforts among domestic violence victim advocates and survivors in urging Congress to pass the landmark Violence Against Women Act of 1994. To learn more about NNEDV, please visit

SOURCE Soma Intimates