Lingerie retailers and universities have launched a new national association to end the confusion over bra sizing. 

The Bra Retailers Association (BRA) aims to eventually provide a BRA ‘fit assured’ kitemark on approved products so that consumers can be guaranteed a good bra fit. They’re also looking to broaden understanding on best bra fit, raise awareness of breast health, advise schools and provide advice on different bra styles for different body shapes. With the impartial support of the Association of Suppliers to the British Clothing Industry (ASBCI), retailers are working with some of the UK’s leading academics, including bra fitting and design experts from De Montfort University and the breast health research group from the University of Portsmouth.  

The initiative follows the ASBCI seminar Shaping Up For Lingerie at which Karen Flude, garment technologist for lingerie and swimwear at ASDA’s George Clothing, called for UK bra suppliers and bra design and breast health specialists to share their expertise and resources and create a national bra fit standard.

"We want the marketplace to be a lot less confusing for the consumer. As it stands a woman could be one size in one shop and a completely different size in another. That sort of confusion makes it much more likely she will be wearing the wrong size bra which, in turn, could affect her health and comfort. It’s time we worked together."

 Karen Flude

The founding members of BRA are inviting retailers, suppliers and relevant research groups not already involved to join the next forum and help shape future bra designs and fitting methods. 

I hope they come up with something . . . . the UK seems to understand women's bodies, and the need for a good fit in bras.  ~Le V