At a recent trade event, Underlines met Alexandra Perry, Founder of H.E.R. Bodywear (Heal Empower Revive) – a new lingerie solution to women recovering and living after some form of breast cancer and surgery. Her story is a captivating one with a personal message that will resonate with thousands of women.
Alexandra Perry
At 42, and a single parent from Nottingham, and a two-time breast cancer survivor (the first time at aged 29) Alexandra’s career has been a mix of everything, from boxing to designing to teaching – but fashion has always been a constant in her journey. She spent over 20 years working in and out of the industry in different roles, gaining experience across various aspects of design and business.
How did you come to launch your brand?
H.E.R Bodywear was born out of my own personal journey. I struggled for years with extreme discomfort due to my breast size and after breast cancer surgery, I faced even more challenges in finding the right medical support. That’s when I became painfully aware of the lack of well-designed, functional, and empowering lingerie for women who have been through breast cancer.
When I started looking for a post-surgery bra, I found that they were either comfortable or functional—but rarely both. And the aesthetic? They looked like they were designed for my gran, not for me. I didn’t choose to be diagnosed with cancer, but I still wanted a choice in what lingerie I could wear.
I wanted to create something that provided not just physical support, but emotional and psychological support too—something that made women feel confident in their bodies again. At a time when you feel your lowest, when you need support the most, the options out there felt incredibly limited—like the lingerie industry had overlooked this entire community. I knew something had to change.
I was studying as a mature student at Nottingham Trent University and for my final dissertation I researched the post-surgery bra market – and what I discovered was shocking. In 2021 there were almost 64,000 styles of bras available on the market in the UK, yet only 110 were specifically designed for post-surgery or mastectomy patients. Given that 55,000 women are diagnosed with breast cancer every year (15% of British adult femailes) it was clear that women like me were being underserved and overlooked by the lingerie industry.
The challenges along the way?
So many! Not having the right industry connections, navigating the complexities of the supply chain, and figuring out who the right partners were to work with. Being a one-woman-band is incredibly tough, and I’ve definitely learned some expensive lessons—paying far too much for things I probably could (and should) have done myself!
Your proudest moment to date?
Launching. Seeing my idea go from a dream to a tangible product that real women are wearing and loving is the most incredible feeling. The customer feedback has been amazing, and knowing that I’ve helped even in a small way makes it all worthwhile.
Your biggest mistake?
Spending too much time trying to work with the wrong people and relying on others to get things done. Nobody will ever be as passionate about my business as I am, and I’ve learned that if you want something done right, you often have to do it yourself.
A typical week in your life?
WFH (working from home) is my life! It’s a constant juggle between school runs, kids’ clubs, running the house, medical appointments, and then, of course, the business. My days involve everything from admin and accounts to marketing, website updates, product design, customer support, and trying to secure funding. I also teach part-time at Nottingham Trent University on the Fashion Management course, so no two days are ever the same!
Where do you see yourself in 10 years? Any plans for expansion?
My focus will always be on the same incredible women—those who have been diagnosed with breast cancer. In the future, I’d love to expand into more styles, colours, prints, and sizes, making sure every woman can find something that feels like her. Eventually, I’d also love to introduce post-surgery accessories like compression sleeves, chemotherapy-accessible clothing, and other compression underwear.
Stockists?
Hopefully happening very soon! Right now, H.E.R Bodywear is stocked in Janice Rose Lingerie, and I’m working on expanding further.
What is your greatest challenge?
Funding and visibility—getting the right support to grow and making sure the women who need this product actually find it.
To find out more about Alexandra’s brand you can contact her on hello@her-bodywear.co.uk or 07367 180085 or follow her on Insta
