“We’ve always focused on this idea, ‘Are you wearing the right size?’” said Heidi Zak, the ThirdLove co-founder and chief executive. But, like Victoria’s Secret, they insinuate the same thing: that you’re wearing the wrong size and that they can help you find the right one. It’s a new approach for the lingerie industry, with gender and size inclusivity outpacing hypersexualized marketing. call attention to their inclusive sizing and encourage women to shop via Fit Finder (ThirdLove) and Fit Quiz (True&Co.) tools, which recommend bras based on one’s breast shape, with names like “teardrop” or “bottom happy.” promise that shoppers can find the perfect fit from their bedroom instead of a fitting room. Online companies like ThirdLove and True&Co. If fit is relative, why are retailers still fixating on the idea that the right size exists? The lack of standardization can be frustrating, but it also gives women more opportunity to find styles and shapes that work for them. “I might have three or four different bra sizes based on what bra I’m wearing and what manufacturer that comes from.”
“Women are going to be different sizes in different bras,” she said.
Breast shapes with names how to#
Burbage said the issue was not that people were simply wearing an incorrect size but that they often didn’t know how to check for the best fit.
Anecdotally, she sees “hundreds and hundreds and hundreds of women” who come through her lab struggling with fit issues. “There aren’t many scientific papers available which have effectively looked at issues of bra fit and the number of women who may be wearing the wrong size bra,” Ms. Pechter’s work along with few other small studies to reach that range. Burbage noted that “it has been suggested that 70 to 100 percent of women are wearing the wrong size bra,” citing Dr.
Breast shapes with names professional#
In one of her studies, “ Evaluation of professional bra fitting criteria for bra selection and fitting in the UK,” Ms. Jenny Burbage, a sports biomechanist at the University of Portsmouth in Hampshire, England, has made studying breasts (and how to support them) her life’s work. Today you can find bras in sizes up to an O cup.) (He also studied only women who reported wearing cup sizes AA through DDD. Instead he used anecdotal evidence from publications like Good Housekeeping, Ladies’ Home Journal and the Playtex Fit Guide. Pechter didn’t reach his estimate through surveying a large and diverse sample. The article outlined a new method for measuring breasts, with which he hoped to standardize sizing for augmentation and reduction surgeries.īut Dr. Pechter first published the statistic in small 1998 study, writing in Plastic and Reconstructive Surgery that 70 percent of women or more were wearing the incorrect bra size. One man, the plastic surgeon Edward Pechter, gets credit for it.ĭr. Regardless, the “wrong size” became a mantra. They just had no concept of how they were supposed to wear the bra.” They didn’t know where the chest plate between the breasts was supposed to lie, she said, and “they didn't know how the straps were supposed to rest, or where it should hit on their back. Women, she said, didn’t know how the cups were supposed to fit. Knowing how to look for the right fit was. Gergely recognized that the size on the tag wasn’t the real issue. “We were actually encouraged to talk about that statistic,” said Carrie Gergely, who worked as a Victoria’s Secret bra fitter and store manager from 2003 to 2008. Researchers and retailers acknowledge that the 80 percent number isn’t foolproof, but they often use it to illustrate a widespread problem: ill-fitting bras. That number - the idea that 80 percent of women are wearing the wrong bra size - has been ingrained in the minds of shoppers for decades, becoming a puzzle that no one can seem to solve. The staff at Victoria’s Secret, along with many scientists and even, famously, Oprah, say you have a 20 percent chance of choosing right. But before you grab a few bras to try on, you need to hedge your bets on what size you wear. Walk into a Victoria’s Secret, and the hundreds of colorful, lacy options lining the walls and piled upon tables - bralette, demi-cup, wireless, racer back, sport, strapless - will swallow you.
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