There has been a decline in sales of underwired bras. This should come as no surprise since underwire bras do not have a good reputation: they are uncomfortable and often leave red welts on the skin.   

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More and more women are therefore opting for more comfortable option such as bralettes, crop tops and sportswear. Since retailers have confirmed there has been a rise in sales, Marks and Spencer has upped its number of bralette styles from 19 to 24, in sizes up to DD+.

Asos, following the steps of Marks and Spencer, offers options in sizes up to 42GG, while New Look says its best selling bralette has a wide, elastic band to support larger breasts.

The non-wired bra options have also become a megatrend of underwear-as-outerwear among millennials, but some older generations as well. Sports bras are often paired with leggings, while lacy bralettes with pencil skirts or high waisted jeans.

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Soozie Jenkinson, head of design at M&S, told the BBC that bralettes “certainly become a lingerie drawer staple.”

She continued explaining that there has been a shift in lingerie with a highlighted focus on comfort and enhancing the natural female silhouette. And that this is why bralettes and sports bras have become an essential go-to for many women.

Words: Lucija Duzel | Subbing: Victoria Locke, Ruby Naldrett