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Go backWhat Women Want: Comfortable Bras That Fit

Most of us are just looking for a bra we barely notice. In other words: Comfort.

What Women Want: Comfortable Bras That Fit

In our 40 years as a leader in lingerie design, we’ve learned a thing or two about what women look for in a bra, and it’s a surprisingly simple answer: comfort and fit


Yes, they’re looking for a pretty bra, of course, and one that gives them a little boost of confidence. But, by and large, what resonates most with the majority of women — and research that we conducted globally in 2015 confirms this — is that her bra gives her the best fit, feel and comfort possible.

In response to that research, our pocketed lingerie portfolio includes extraordinary bras with unique comfort technologies to delight you.

  • We’ve recently introduced two very special padded-bra technologies: memory foam and spacer foam. Not only do these padded bras create a smooth silhouette, but they also look great, hold their shape, let air flow more freely, and last a long time. Pretty extraordinary details! Read more about special bra technologies
  • Amoena is well known for our soft-cup bras, an industry term that means “non-wired” or “wire-free.” Don’t care for an underwire? Don’t worry. There are plenty of colourful pocketed bra options available with no wire — in both our collections — that still support beautifully.
  • We take care with all the trimmings, like hook-and-eyes, strap adjusters, elastics and even embellishments, to make sure they won’t poke or bend, or ever make you say, “Ouch.” Read about all these bra tailoring techniques and how they benefit you. 



Such comfort-focused lingerie designs deserve to get noticed, so we’re proud that they’re part of our Everyday bra Collection, available year-round in stores and online.

We know that when you find that perfect bra that fits you best, you take comfort in the knowledge that you can purchase it again and again in the future.