Launching this month, new fit-centric intimates brand Nudea has conducted extensive research of over 600 British women to find out more about the British market. ‘Nudea’, meaning new goddess, is fuelled by an obsession with fit and inclusivity and embraces the cultural shift away from overtly sexy lingerie to a more modern, body-positive attitude. Highlights from this in-depth research reveals:
- The UK’s average bra size is now 36DD compared to 34B in 1967, but Nudea’s research has revealed that only 10% of British women are wearing the right size bra.
- One of the key reasons is that two-thirds of women reported having had a body change (weight loss/gain, pregnancy or surgery) in the previous six months, yet less than 20% had been measured for a bra in the past year despite these changes having a direct effect on their bra size.
- Almost 50% of women surveyed hadn’t been measured for a bra for over 5 years.
- Only 8% of women claimed to have no issue with their bra, which means that 92% see room for improvement.
- Only 10% of women measured themselves to the correct size vs. a professional bra fitter. 11% were just one size out but a massive 79% of women were wearing both the wrong band and cup size.
Based on the findings of this research, Nudea has created three ranges of lingerie designed for real women with real bodies., as well as an online fitting room using algorithms to recommend fit, taking into account current fit issues, bust shape and height as well as a bespoke measuring tape. Nudea CEO and Co-Founder, Priya Downes, comments: “We’re obsessed with fit. For the past two years, we have researched more than 600 amazing women to understand the biggest issues they face when getting fitted, choosing and purchasing a bra. Using this data, we have dissected, re-engineered, fit-tested and wear-tested the 20+ components that make up even the most basic of bras, all with fit and comfort in mind.”
Nudea Creative Director and Co-Founder, Sophie Morgenthaler, adds: “Nudea’s mission is simple: to create beautifully crafted, functional underwear that not only fits and looks better, but can be worn throughout the day without compromising on comfort. We really are rebelling against badly fitted lingerie. By marrying the best new high-performance technology fabrics, lightweight hardware and bonding techniques with a design-led aesthetic, we are delivering smooth, invisible and lightweight finishes across Nudea’s debut collections.”
