Why the Right Bra Is a Business Essential
By Shannon Kate Murray, Founder & Editor of High Flying DesignI didn’t expect to be writing about bras again - not since my earliest blogging days in 2014 when I poured my heart into body confidence posts and the frustrating hunt for lingerie that actually fit.
Back then, department store changing rooms left me disheartened. The glossy, runway-worthy styles I admired never seemed to exist in my size, while the ones that did were beige, boring, and designed with zero joy. Like many women, I settled - rotating two uncomfortable bras until the wires poked through, just to avoid the ordeal of buying more.
Fast forward to 2025, and the lingerie landscape looks different. Walking into Bravissimo this year, I discovered I’d been living in the wrong fit. I walked out in a 32G - with a whole new understanding of what support can do, not just for your outfit, but for your confidence as a woman and a business owner.
Support Isn’t Just Physical - It’s Psychological
Support isn’t only about straps and underwires; it’s about how you feel in your own skin. When your body feels supported, your mind follows. Your focus sharpens, your shoulders drop, and you stop second-guessing yourself in the mirror. You simply get on with your day.
And if you’re running a business, that matters. Whether you’re pitching to investors, leading a client workshop, or hitting publish on a big launch, being physically comfortable frees up mental space for what actually counts: your ideas, your presence, your words.
Stylists often say lingerie is the foundation of every great outfit. I’d take it further: for founders, it’s also the foundation of how you show up. A blazer sits better, a dress drapes more elegantly, and your own confidence feels sharper when the base layer underneath is working for you - not against you.
Confidence, Reclaimed - One Strap at a Time
I used to think you just tightened the straps and carried on. I had no idea about scoop-and-swoop techniques or that a well-fitting underband should sit straight and level around your body. I didn’t realise some brands run bigger in the cup or that certain styles support breast tissue differently depending on your shape.
When we don’t understand something - especially something tied to our bodies - we tend to blame ourselves. In high school, my figure made me stand out in ways I hated. People noticed my body more than my ideas, and I learned to hunch my shoulders, hide, and wish my shape away.
It’s no wonder so many women grow up feeling disconnected from this part of themselves. It’s also no surprise we say we “hate” bra shopping when, really, it’s never just about the bra. It’s about how we’ve been made to feel in our own skin, how we’ve internalised shame, and how the sizing systems themselves have failed us.
It’s Not Just You - The Industry Wasn’t Built for You
Studies suggest that up to 81% of women are wearing the wrong bra size - not because we’re careless, but because the system itself is outdated. Many brands still rely on the old +4 model, an approach that doesn’t reflect real bodies.
Sizing is inconsistent, education is minimal, and representation has been limited. Bigger-busted women were sexualised or ignored. Smaller-chested women were told to “boost.” Mid-sized women often made to feel invisible.
It’s not you. The system wasn’t built with you in mind.
Wearing the Right Bra Can Shift How You Show Up
This isn’t about vanity; it’s about visibility.
The right bra can change how your clothes fit, how your posture feels, and how present you are in your own skin. It eliminates the need to second-guess your outfit, allowing you to focus on what you’re saying - not how you look saying it.
On the day I visited Bravissimo’s fitting room (which is beautiful, by the way), I stood taller. My shape looked different - more defined and more like me. The old memories of feeling “too big” or “not enough” melted away. I was just a real 29-year-old woman, showing up or her business and her life with confidence.
Business Lessons from the Fitting Room
Here’s what I want you to remember:
You are not hard to fit.
Never settle for less than what truly supports you.
You wear a bra every day; it deserves to fit well. And yes, you deserve to feel good in it.
The tools exist - the knowledge, the brands, the experts - to help you feel supported. And when you feel supported, you lead differently.
Just like running a business, this isn’t only about the foundations. It’s about choosing support that reflects who you are and who you’re becoming. Confidence doesn’t always come from affirmations. Sometimes, it starts with a bra that actually fits.
Where To Find Your Fit
For Smaller Busts
Pepper, Lulalu, The Little Bra Company, Boux Avenue
For Mid-Sized Busts
ThirdLove, Love, Vera, Negative Underwear, Bravissimo, Boux Avenue, Rigby & Peller
For Fuller Busts
Panache, Elomi, Freya, Curvy Kate, HSIA, Bravissimo, Boux Avenue, Rigby & Peller
Pro tip: Book an in-person fitting with Bravissimo, Boux Avenue, or Rigby & Peller, or try ThirdLove’s online fit quiz if you’d rather start at home.
Support isn’t a luxury; It’s a necessity.
In business, in life, and in what we wear every day, the right foundations help us stand taller, speak clearer and lead with more confidence.
So, the next time you’re preparing for a pitch, a client call, or simply a day you want to feel like yourself, don’t underestimate the quiet power of a well-fitting bra. It’s not just underwear; it’s a mindset shift.
Candice Swanepoel on the 2014 Victoria’s Secret runway - the year Taylor Swift, Fall Out Boy, A Great Big World, and Neon Jungle lit up the stage.
