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Our decision to publicly support the issues surrounding positive body image and eating disorders is the latest step in our long-standing philosophy to support the physical and emotional needs of women through our brand values, communication strategies and design approach.
Our research shows that only 1% of women are totally happy with their bodies, citing their own self pressures, the outside influence of celebrity and model culture, and shopping environments as the leading causes for their dissatisfaction. We want to help reverse this thinking and encourage women to believe that Everybody’s Lovable’.
Eating disorders are the 3rd most common chronic health problem facing women.
We are dedicated to changing the culture surrounding eating disorders and body image through our support of Butterfly, by using happy, healthy models in our campaigns and promotional activities and by continuing to design intimates that are not created to objectify women’s bodies but to make women look, and most importantly feel, great when they wear them.
Our support of the cause will be realised through the allocation of 25% of profits from all sales generated through our online boutique throughout September 2010 , which will be donated directly to The Butterfly Foundation to assist in their invaluable work in the fields of research, awareness and prevention programs. | 
