Ready-to-wear is ending, the craze for one highly caloric latte is beginning, and our sweaters are finally starting to see the light of day. That’s right: It’s officially October, Breast Cancer Awareness Month. In an effort to raise awareness, Stella McCartney has created an all-pink lingerie set, with balconette and soft-cup bra offerings in addition to a matching brief. “I wanted to remind women that when they wear this set—the first thing they put on in the morning—to keep on top of their health and visit their doctor regularly,” explains McCartney. 

To illustrate the cause,  McCartney-favorite Kate Moss modeled the bra through the lens of Mert & Marcus. The campaign image features Miss Moss in the lacy intimate, exposing one breast with a strategically placed BCA ribbon. This nipple censoring also makes the picture “appropriate” enough for Instagrammers to spread awareness. 

Should your boudoir be in need of a saucy addition, head over to  Stella McCartney, where you can purchase this neon pink number (it’s also available in stores). A percentage of the profits will help fund a new mammography suite at the Linda McCartney Centre in Liverpool, England.