Freya Lingerie Urge Women to Get Fitted in 2014

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Leading lingerie brand Freya have launched an initiative urging Britain’s women to get properly fitted for their next bra in 2014. As well as encouraging women to visit their local lingerie department for a professional fitting, Freya have also revealed their top tips for perfect shape and support.

“A good fitting bra should be comfortable, supportive and give you the best shape under clothes.” Ruth Fox, Freya’s Design Director.

Freya design fashion forward and brightly coloured styles as well as essential lingerie collections which are on-trend every season, in sizes up to a K cup. All their ranges are designed to offer great support; however, Freya always advise that a confidence-boosting shape begins with getting a professional bra fitting.

Just as with any item of clothing, lingerie sizing can vary between different brands. That’s why Freya recommend that women visit their nearest lingerie store (there is a store locator on their website here). In fact, they suggest a bra fitting every six months, as our bodies inevitably change over time.

Freya identify a number of common problems that can arise from wearing a bra that does not fit correctly. When the back size is too large, for example, the bra won’t provide sufficient support, leading to overspill.

Other issues include the double-bust effect, created as breasts are squeezed out of the cup; as well as an underband that rides up at the back, or shoulder straps that dig in.

In addition, when breasts are not contained within the underwire, this can lead to wires digging into breasts or a dropping appearance from underneath the wire.

By contrast, Freya point out that a correctly fitting bra should be level at the front and back, with the band firmly anchored around the body. There should be no puckering or overspill in the cup, while the underwire sits flat against the chest wall.

As well as a comfortable and supportive fit, Freya add that choosing the right size leads to lifted breasts, improved posture, reduced risk of back pain, an accentuated waist and boosted confidence.

“A good fitting bra should be comfortable, supportive and give you the best shape under clothes,” said Ruth Fox, Freya’s Design Director.

About Freya
Freya designs lingerie, loungewear, swimwear and sports bras especially designed to offer fit and support for women with larger bust sizes. Their range is available up to a K cup and includes balcony, plunge and strapless bras. For more information about Freya, please visit or email press(at)freya(dot)com.

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Holly Henstock
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