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Live bra-fitting in Oxford Street store windows

BY STYLE EDITOR, ON 4 MAY 2011 13:57 CELEBRITY & GOSSIPCOMMENTS

Bra fit video

We’ve been doing some research and it would seem that embarrassment is causing 85% of the female population to wear the wrong sized bra.

Despite our stores carrying out over one million bra fits a year, the majority of women would rather spare their own blushes than go and get measured for a bra that does the job. Our survey also revealed that going topless, feeling uncomfortable and being made to feel embarrassed came out as reasons women felt reluctant to go for a professional bra fit – yet all three are completely false.

Bra fitting moves out of the changing room…

To dispel the myths around bra fitting, we’re moving some of our bra fittings into an area where everyone can see what is going on – our store windows.  Debenhams on London’s Oxford Street will get the ball rolling tomorrow, 5 May at 10am, and fittings will take place every hour, on the hour.

Other stores taking part include…

Thursday 12 May
Dundee – bra fits on the hour 12 – 4
Bath – on the hour 10 – 4

Friday 13 May
Liverpool – on the hour 10-4
Leeds – on the hour 10-4
Newcastle – on the hour 10-4
Bra fit video

The aim of the exercise is to show that there really isn’t anything to be embarrassed about at all.  It’s much more important to wear clothes that fit.

Britain’s first lady of lingerie, designer Aliza Reger commented: “Fit is of paramount importance, a great fitting bra makes you look good on the outside and feel fantastic on the inside.  It really is staggering how many women get it totally wrong.  There really is nothing worse than an unsupported bust or spilling over the top of an ill-fitting bra.”

Get involved

You can take advantage of our free bra fitting service in all Debenhams stores, and during May you’ll receive £5 off a bra when fitted. It’s win-win!

Social media fans will also be able to watch live streaming of bra fits at the Debenhams Facebook page or get involved with a Facebook chat with Debenhams head of Lingerie Buying and Design, Sharon Webb, on 5 May. If you’ve been fitted and want to share your feedback you can leave a comment below at the bottom of this post

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