Unhooking the bra
An Australian company is leading the charge as more women ditch the undergarment
THE traditional bra is out of style, with sexy backless, plunging, and cut-out fashion leaving the undergarment “outdated”. From the runways of Valentino and Ludovic De Saint-Sernin in Paris, to going-out dressing, fashion is embracing the braless look.
The natural silhouette has been sported by supermodels Bella Hadid and Cara Delevingne, as well as actor Florence Pugh – who turned heads as she exposed her nipples in a hot pink sheer Valentino gown during Paris haute couture week.
The popularity of low-cut necklines, blazers worn with nothing underneath, or simply a braless silhouette under a tee, mean the constricting undergarment is becoming redundant.
Leading the bra-free charge is multimillion-dollar Australian empire, Booby Tape – the world’s first “breast lift tape”, which holds the No.1 market share globally (the brand counts mega-retailers Nordstrom and Revolve among its stockists). “The bra, in the traditional sense, has become outdated as a result of ever-changing fashion trends,” Booby Tape co-founder Bianca Roccisano said, speaking from the US.
“Fashion is becoming more risque.
“Girls want to wear backless, plunging, off the shoulder, and they don’t want to wear a bra.
“It’s like customising how you want your boobs to look. A bra only has one option in terms of the shape, and padded bras add volume – tape is like an invisible bra.”
Celebrity stylist Lana Wilkinson said the rise of the bra-free look was a hangover of Covid lockdowns.
A 2021 YouGov poll found that a third of women gave up on bras during lockdowns.
Meanwhile, researchers at the University of Portsmouth and St Mary’s University, reported a 70 per cent slump in bra wearing, with 25 per cent of women saying they had no intention of going back.
“Many of us got used to going braless or rocking minimalist bras regularly during quarantine,” Ms Wilkinson said.
“Women want to be in control of their bodies and owning how they look. Gen Z is very much driving this new-found freedom.”
She said the current trends of backless dresses, cut-outs, sheer blouses and spaghetti strap tops and dresses – as well as blazers worn with nothing underneath – looked “better with no bra”.
“For those of us that have worn bras since we were teenagers, per
haps have a larger bustline and have always had support, taking this leap and not having ‘structure’ may feel weird at first.
“My styling tip is to invest in breast tape, cups and nipple covers.
“Guaranteed to give you the braless look but without letting it all go south.”
The braless trend made headlines this week when Pugh, 26, wore a sheer Valentino dress to the brand’s couture show in Italy – and was brutally trolled for showing off her nipple, which she did as a symbol of female empowerment.
“Listen, I knew when
I wore that incredible Valentino dress that there was no way there wouldn’t be a commentary on it,” Pugh said in a statement on Instagram.
“It isn’t the first time and certainly won’t be the last time a woman will hear what’s wrong with
her body by a crowd of strangers, what’s worrying is just how vulgar some of you men can be. “Thankfully, I’ve come to terms with the intricacies of my body that make me, me. “I’m happy with all of the ‘flaws’ that I couldn’t bear to look at when I was 14.”