“We are aware of the challenges that women face in menopause,” Anne-Marie Kerrigan, Primark’s chief commercial officer, told The Independent. “Our ambition is to support women at all stages of life and challenge daily taboos. We noticed that specialized products for menopausal women were not affordable or affordable for everyone, so we decided to change that,” Kerrigan explains.

Fashion chain Primark has launched a line of pajamas and lingerie for menopausal women who suffer from hot flashes. Fourteen types of clothing are manufactured using technology that cools and regulates temperature and smell. The price ranges from 200 to 340 kr.

Besides launching the new collection, Primark will also provide information on menopause in its stores and on social media. Kerrigan said the brand had been developing and testing the new range for two years: “We wanted to make sure we were making products that really relieve one of the most common symptoms of menopause.”

Menopause affects women at work

According to British researchers Megan Ritz, Marina Bolton and Keira Emsley, menopause is one of the biggest discriminatory taboos, especially in the work environment. “Companies are ignoring that the mental and physical symptoms of menopause affect women’s work performance,” the authors wrote in an article for Harvard Business Review.

According to a 2019 British study, 59 percent of women confirmed that menopausal symptoms had a negative impact on their work, and about half of those surveyed said they find it difficult to complete the tasks assigned to them. Another study of nearly nine hundred women concluded that lack of self-confidence, poor concentration, and poor memory, which are associated with menopausal symptoms, make it difficult for women to function.

In the Czech environment, actress Eva Holopova and her daughter Carolina are trying to break the taboo related to menopause. Together, they created the Menopause podcast Not a Break last year.

Primark opened its 406th branch in the world in Brno this week. The main success factors of the clothing company include large selection and low prices, on the other hand, it faces criticism for promoting fast fashion trend and use of cheap labor.

You may be interested: Holopova: Menopause is a taboo, I didn’t know what was happening to me, Invisible Woman (May 23, 2021)

Menopause is not talked about, we want to be forever young and successful. I became very sensitive, and I didn’t know what was happening to me, says the actress. | Video: Daniela Drtenova

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