Skip to main content
Skip to main content

What Women Want: Comfortable Bras That Fit

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

Since 1975, 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.

  • 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 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. 
  • We are adding plenty of seamless bra options to our core collection. These are bras with no closures or fasteners, ideal as sleep bras or for relaxing, but supportive enough to wear out of the house, too. (Speaking of sleep, if you need a soft breast form to wear overnight, try our Leisure Form or Priform.)


Such comfort-focused lingerie designs deserve to get noticed, so we’re proud that they’re part of our Permanent 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.