Comfort is king when it comes to bras, and sadly, more often than not, it’s also non-existent. But things are changing. The past decade has seen a sizeable shift in the bra market, with demand for sexy bras from the likes of Victoria's Secret decreasing in favour of comfortable bralettes or wireless bras.
Indeed, the rise of working from home has changed our relationship with bras. During the Covid-19 pandemic, sports bra sales increased by 32 per cent and wireless and bralette sales surged by 40 per cent. It’s sustenance over style these days, and we’re not mad about it.
