This October, in honor of Breast Cancer Awareness Month, the British department store Marks & Spencer will donate 10 percent of sales from Rosie Huntington-Whiteley’s "Autograph" lingerie and nightwear collection to the cancer charity, Breast Cancer Now. The line recently released a heart-warming promotional video, one in which the Devon-born model is seen wiping away a tear.

Huntington-Whiteley’s "Autograph" lingerie line for M&S may be three years old, but this year the company decided to try something new and employed real breast cancer survivors to model for their breast cancer charity line. Using the tagline #ShowYourStrap, the 19-piece line features silk and French lace post-surgery bras, Grazia reported.

“In developing this collection for Breast Cancer Now, Rosie and I wanted the collection to appeal to all women,” Soozie Jenkinson, Head of Lingerie and Design told The Daily Mail. “That's why there are a variety of beautiful lingerie and sleepwear shapes, including a new post-surgery bra within the collection.”

In the United States, breast cancer is the second most common cancer in women after skin cancer. According to the American Cancer Society, there are reportedly 230,000 new cases of breast cancer in women each year and around 40,000 deaths from the condition.

M&S is not new to breast cancer charity; in the past 14 years, it has helped to raise more than 20 million pounds (about $30 million) for Breakthrough Breast Cancer and now, Breast Cancer Now.

This is a campaign that will have a direct impact on the fight against breast cancer and it is a cause that matters to our customers,” an M&S spokesperson explained, as reported by The Daily Mail.