North America has a very confusing relationship with bras. On the one hand we see them everywhere in advertising, music videos etc and accept this as the norm. On the other hand we are embarrassed by our breasts (large and small) and are shy to talk about how bras should fit, how they impact our health and how they make us feel.
Images of lingerie have become so commonplace in our society that we think nothing of seeing a magazine cover with a lingerie-clad celebrity staring at us while we buy our groceries and yet many of us are too shy to go for a bra fitting. I think it's very healthy to express yourself through lingerie but the enormous disconnect between images of women in lingerie and a huge percentage of North American women feeling embarrassed by their breasts and bras worries me.
|Do women feel empowered by the juxtaposition of lingerie and sport or is it a flimsy marketing ploy?|
I think many women have disassociated lingerie with real life and relegated it to an airbrushed world where lingerie is just for show because the gulf is huge between bras used in entertainment and bras that need to support us every single day. The Victoria's Secret Angel in American Flag wings has little relevance to the 34GG mother of three in Ohio whose bra has to withstand a constant workout, stay in place, be comfortable and make her feel beautiful.
|This image could be empowering if bra fit knowledge and confidence were commonplace. Sadly this bra doesn't fit the model (wires resting on breast tissue at the center) so it seems to suggest bra fit is secondary to entertainment.|
I don't think that lingerie needs to be eradicated from our entertainment sphere, however, I think we need a considerable redressing of the balance to bring the bra back to the real world. We need to make talking about bras and good fit as commonplace as pop stars dancing up a storm in their basques. If you've never had a conversation with the women in your life about if they feel happy and confident in their bras then I urge you to start that conversation. Let's take back the bra and make sure it's doing the job it was intended for, supporting breasts. If you need help working out your best fit then our Free Fitting Services is a great place to start xx