We need to talk about your underwear drawer. Specifically, that once-trusted, now-tired bra you’ve been reaching for since the Johnson administration.
If you’re among the 91% of British women wearing the wrong bra size, you’re certainly not alone—but it might be time to rethink what “comfort” actually looks like.
A new survey by Pour Moi, one of the UK’s more outspoken lingerie labels, has put a number to a fashion faux pas that’s long been swept under the cashmere rug. Not only are most women in the UK wearing the wrong bra size, but more than a quarter—27%, to be precise—have never had a professional bra fitting. Not once.
And the average age of a bra in Britain? Four years. Darling, that’s not vintage. That’s negligence.
“After around six months—or 180 wears—a bra will start to lose its support,” says Pour Moi lingerie expert Emma Woodrow. That’s not just a suggestion to shop—it’s practically a public service announcement.
But this isn’t merely a case of outdated lace and faded satin. Wearing the wrong bra size, Woodrow warns, can cause a parade of unpleasant side effects. Think chafing (experienced by 37% of women surveyed), shoulder strap marks (33%), deep indentations (26%), and even chest pain (19%). One in six women has suffered skin abrasions; one in ten, cuts. Cuts, people.
👙 Top 10 Most Common Issues from Wearing Poorly Fitted Bras
| Issue | Reported by (%) |
|---|---|
| Rubbing or chafing | 37% |
| Marks on shoulders | 33% |
| Indentations on shoulders | 26% |
| Marks on chest | 20% |
| Shoulder pain | 19% |
| Back pain | 18% |
| Tight shoulders | 17% |
| Skin abrasions | 13% |
| Cuts on chest | 10% |
| Chest pain | 9% |
Source: Survey data on common issues from poorly fitted bras.
“Our research shows just some of the problems women can experience when wearing an ill-fitting bra,” says Woodrow. “From chafing and shoulder strap marks to discomfort around the band, it’s clear that a poor fit can really affect how a bra feels throughout the day.”
There’s more. “Consistently wearing the wrong size bra can also contribute to bad posture and a premature loss in elasticity of the boob, causing sagging,” she adds. If that doesn’t raise your eyebrows—if not your bust line—I don’t know what will.
It all comes down to maintenance, much like skincare or regular trims. “Just like the rest of your body, our bra sizes fluctuate up and down with hormonal changes and age,” Woodrow reminds us. “Having regular fittings can help ensure your lingerie fits the way it should: comfortably, confidently, and without compromise.”
In other words, update your measurements. Replace that relic. Elevate your underpinnings with the same attention you give your outerwear. A bra isn’t just an accessory—it’s a foundation.
When you’re ready to give your lingerie drawer the edit it deserves, start with Pour Moi’s full bra collection:
👉 Shop here
