Our recently-published quarantined shopping survey results revealed a not-so-surprising revulsion towards bras, specifically underwire bras. One respondent angrily declared her distaste for the supportive undergarment, saying "FUCK A BRA FOREVER ." This person is not alone.
ThirdLove's Chief Creative Officer Ra'el Cohen has noticed a similar trend in bra shopping: She notes that the underwear company's Pima Cotton Collection — wireless bras made with memory foam cups and breathable Pima Cotton — has been more popular than ever these past few months, for example. On top of working to find softer materials that are equally as supportive as a wire, brands are also looking into virtual fittings and leveraging fit tools in order to help customers better tell if a bra will meet their support standards without having to physically try it on.
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