Panache launches #MYSIZE to educate customers on sports bra fit

Specialist D+ lingerie brand Panache has launched its new #MYSIZE campaign for 2020. The campaign has been designed to encourage and educate customers to select a traditional cup sized sports bra as opposed to the common "one size fits all" policy.

The lingerie brand has designed the collection to encourage customers to embrace their "true size" and feel confident while doing so. Panache has used the campaign to further enforce its wider brand ethos which is the importance of fit.

The campaign is based research showing the health benefits of selecting an effective sports bra which provides support and fits well. Panache promotes the cup size bra, which it says provides best support as separate cups compress each breast, offering control as well as defined shape.

The brand has designed the best-selling Wired Sports Bra and Ultimate Non-Wired Sports Bra with power mesh line to provide more support, as well as a high modulus underband elastic for further stability. Panache has incorporated these features into the bras to fight breast pain resulting from exercise and Ptosis (sagging of the breast), which is a result of breast motion.

All designs have been created based on extensive research and testing; the Wired Sports Bra uses the latest 3D motion and biochemical tracking techniques and results showed that this bra offers "up to 83% less bounce". Both the Wired Sports Bra and Non-Wired Sports Bra also include seam-free inner cups to avoid chafing, a wide cushioned shoulder band and cushioned hood & eye for extra comfort.

The Panache sports range offers over 70 bra sizes.

Panache has used this range to recommend what it believes a good sports bra should do:

• The fabric should be comfortable and absorbent
• The bra should be smooth against your skin with no rough seams to prevent chafing
• The straps should be rigid and be wide enough to sit comfortably on the shoulders.
• The under-band should be firm around the body

Clare Robertson, Head of Innovation said: "It's really great to see people being encouraged to find their unique size. We feel the benefits of a sports bra are only fully realised when you’re wearing the correct size. This applies even at the smaller end of the size range."

The lingerie market is under-going a huge shift in focus with many brands moving away from an over-sexualised aesthetic and focusing on more wearable and everyday designs which enhance fit, support and comfort levels.