Summer has officially passed, and pumpkin spiced latte season is officially in full swing. October is also Breast Cancer Awareness month, and while plenty of brands have been giving their aesthetic a splash of pink to mark the occasion and making charitable donations, H&M has gone one step further.
On Tuesday, H&M launched a bra collection called "Close To My Heart," designed for "those fighting against breast cancer around the world." We're already basically crying.
The collection is made up of sports bras, bralettes and soft-cup bras, and was inspired by an H&M employee who had survived breast cancer and couldn't find cute, yet still functional undergarments.
The bras are usable for women who have had both single and double mastectomies, or for those who simply want something cute to add to their underwear drawer.
Not only that but 100% of profits made on the bras will be donated to the American Cancer Society, who H&M has partnered with to help raise $125,000 for breast cancer research.
Customers will also have the option to round up their shopping total to the nearest dollar, which will then be matched by the brand up to $25,000.
This comes shortly after H&M's latest campaign showed women with hairy arms and stretch marks - and we're loving the ethical shake-up of the brand.
Time to get shopping!
Breast Cancer Awareness Month