Lingerie companies love hammering home the statistic about women that "85% are wearing the wrong size [bra]." As the Cut's Maureen O'Connor explained back in 2013, telling women this brings customers ...

Discover why most women wear the wrong bra size, how poor fit shifts support to shoulders, and simple solutions from measurements to wireless options.

Bra manufacturers insist that millions of women wear the wrong size bras. According to an international survey of 10,000 women from Swiss lingerie company Triumph, 64 percent of women are wearing the ...

The biggest bra shopping problems and how to fix them If there were a Tinder for finding the perfect bra, we’d sign up immediately, because the struggle is real. According to a new survey from ...

Joining other intimates brands in enhancing the bra fitting experience, Victoria’s Secret & Co. has partnered with NetVirta to introduce new fit technology within the retailer’s app for Victoria’s ...

Don't know your bra size? Join the club. There's a deep confusion over bra sizing and how to measure your bra size. While it shouldn't be complicated, it feels like lingerie shopping is an endless ...

Bella Trang Ngo perceived a gap in the market for an AI bra-fitting service following years of discomfort from ill-fitting ...

Bra and underwear company ThirdLove has announced the latest version of its Fit Finder online tool, which uses machine learning algorithms to help a customer find a perfect-fitting bra in under three ...