The Coronavirus confinement has given us ample time to reflect on everything that is said and written about women and the changing attitudes towards bras. Every newspaper has explained the problems at Victoria’s Secret against the rather militant Inclusivity and Body Positive activists, resulting in a growing belief that new generations have turned their backs against corsetry and everything seductive. The steep growing market share of sports bras with the knowledge that most of them are worn everyday, plus the ongoing ‘shaming’ of women about wearing the wrong size, has created a general feeling that bra brands & consumers are not on the same page.
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