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As the body positivity movement rose in the 2000s, followed by the athlesiure movement of the 2010s, more brands began offering more comfortable, structured bras in a wider range of sizes and styles. Bralettes and other underwire-free styles became popular, and many women began swapping cups for sports bras—or even opting to go braless altogether. Today, there’s a bra to suit every outfit—from plunging necklines to backless dresses—and every body, thanks to the growing emphasis on inclusivity. Thanks to brands like Nubian Skin, Savage x Fenty, ThirdLove, and Skims, the term “nude” no longer refers solely to beige when it comes to lingerie; while brands like Elomi, Freya, and Pepper cater to every bust size; and many retailers even offer virtual try-ons. And as consumers look for sustainable lingerie options, brands like Araks, Everlane, and Girlfriend Collective have emerged in the space.
In the late 1960s, women began to rethink the wardrobe staple, as well as the expectations placed on their appearance. Bras—or rather, the desire to burn them—became synonymous with the feminist movement, which saw them as restrictive and uncomfortable. The rethinking of bras—and women’s role in society—continued into the following decade, when the first sports bra was invented. In 1977, childhood friends Lisa Lindahl, Hinda Miller, and Polly Smith spliced two panties together and called it the “Jogbra.”
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