“People are wanting to take good care of themselves and put things on their body that make them feel nice, and that’s become more important for lots of people versus how they look, or of equal importance.”
Bras are often considered to be a necessary, but unwelcome, contraption. Who can forget the comedian Gina Yashere’s question to Michelle Obama when she was: “Was the end of your husband’s presidency the equivalent of taking your bra off after a long day, in terms of complete freedom?” Long before the pandemic and the weeks of lockdown, Kilburn says, “the first thing I did when returning home was to rid myself of the constraints of my underwired bra, as soon as I got into the hallway.
It wasn’t as if Roddick had previously found wearing a bra before terribly uncomfortable, she says, but “now I put one on, I think: ‘I want this off, this is horrible.’” Underwear companies are taking notice. “I do believe that bras are here to stay,” says Clare Turner, the head of product and supply planning for the lingerie brand Bravissimo, although she adds, with a laugh, that she would say that.
The type of garment we would recognise as a bra has only been around for 100 years or so, replacing the corset, but they have become something we put on automatically without questioning why. Do we really need them? For women who experience breast pain, “a bra can help to relieve that by holding the breast tissue in place”, says Joanna Wakefield-Scurr, a professor of biomechanics at the University of Portsmouth, who leads a research group into breast health.
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