Comfort beats fashion when it comes to swimwear, report finds

By

Barbara Santamaria

Published
May 22, 2018

Most UK women feel so uncomfortable in their swimwear that they would never partake in beach sports, a new survey conducted by lingerie and swimwear brand Bravissmo has revealed.

The survey of 1,000 women who wear a cup size D and above has shed light on women’s preferences when it comes to swimwear. Beyond fashion, quick dry fabrics and lots of coverage, women with fuller busts care about comfort (79%), a flattering silhouette (74%) and good support for breasts (71%).

Feeling comfortable in swimwear tops the chart among women of all ages, however 58% of respondents said they do not feel comfortable taking part in an activity like volleyball on the beach whilst wearing swimwear.

Additionally, 25% of respondents do not feel comfortable talking to other holidaymakers in swimwear and 21% said it would not feel comfortable frolicking in the pool or sea.

But whilst comfort is one of the top priorities for women with fuller busts, 91% of those surveyed have never been fitted for swimwear, and 68% didn’t know this was an available service.

"Finding a good choice of stylish bra-sized swimwear that fits and supports properly can be life changing for women with big breasts as it enables them to feel more confident and able to take part in the fun things they want to do on holiday," says Elly Corney, Director at Bravissimo.

The company estimates that 40% of women should wear a D cup or above, and that a more customisable swimwear offer is crucial for empowering UK women to feel ready for the summer.