It seems like wearing a bra is not as cool as it used to be. Now a day we are seeing more and more women skipping the bra and going braless. Companies like Victoria’s Secret, Hanes, and others are finding that young women are staying away from the conventional wire bras and are opting for wire-free versions, bralettes, or not wearing one at all.
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Victoria’s Secret is being impacted by this new trend and their shares are down nearly 30% because about a third of their revenue comes from bras. According to a 2015 NPD Group study, the sports bra is the most popular bra style among Millennials, while the lace bralette represents 32% of bralette searches from online shoppers. They are making companies like Victoria’s Secret change their ways, and this year they launched a new unpadded bralette collection.
Millennials feel strongly about this trend and find it “empowering and fun” and if you look on YouTube, there are many videos fromMillennials encouraging others to go braless.
Nike’s New Sport Bras Embrace Women of All Sizes
What Are The Benefits?
There are many reasons why women go braless. For starters, bras can be painful, especially if you’re wearing the wrong size. Many times you see a cute bra that is on sale and you buy it, only to find that it fits you too tight. The underwire can leave some ugly marks on your skin, which can even lead to scarring.
Those that go braless can benefit from having firmer, perkier, and more attractive breasts. A French study found that women experienced the fading of stretch marks and overall having firmer breasts after not wearing bras for 15 years.
Letting them roam freely also encourages the growth of healthy breast tissue. Healthy breast tissue growth can add to the firmness and lift of the breasts and the strengthening of the muscles of the chest that support breast tissue.
Bras can put pressure on your breasts and not wearing one can improve circulation and healthy blood flow in the chest and breasts. This also encourages firmer and healthier skin, not to mention that it reduces sagging.
Lastly, your breasts change shape and size all the time. Estrogen and progesterone levels rise after ovulation each month, so women can experience an increase in blood flow to their breasts, causing them to increase their fullness. They are always changing in size and just think of all the money you would save. It’s something to consider…
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