Somewhere between the start of the pandemic and entering the late stages of my 20s, bras become less and less of a priority.
Within that span of time, I, like most of the world, spent my days inhabiting my small bubble, staying in the house with loose-fitting loungewear, and being on Zoom calls that only required me to be presentable from the neck up. So as the demand to have my breasts at their perkiest form, so did my commitment to wearing bras.
The relationship that most women have with their bras is… well, complicated. While society has led us to believe that they’re required for us to be deemed as “ladylike” and “neat,” many of us find the garment to be a bothersome (and optional) accessory at best.
From underwires that poke and dig at our sides to push-ups that spill over, the argument in support of bras has begun to wane over the last few decades, with women of all cup sizes asking themselves if it’s better to just go braless.
Courtesy of Harper Wilde
“Many years ago, I ditched wired bras and opted for going braless out of a desire for freedom and celebrating natural human form,” multi-hyphenate Alyson Stoner tells xoNecole. The movement activist best known for their fly dance moves with the likes of Missy Elliott and on Step Up 2: The Streets, shares that when it comes to their bra selection, comfort is key. “As someone who enjoys moving their body, I found that I do want an underlayer that provides some support without interfering with comfort and mobility.”
A source of concern when choosing to go braless is whether or not the lack of support from a bra will, in turn, affect the firmness of one’s breast, resulting in early sagging. However, Sabrina Sahni, M.D., an oncologist at Mayo Clinic in Florida, shares that breast sagging is a result of age, not whether you’ve ditched your bras.
“Sagging breasts – also called ptosis – generally occurs due to chronic aging,” she tells xoNecole. “The breast is made up of a combination of glandular and fibrous tissue and fat tissue. Over time, the glandular tissue may become replaced with fattier tissue, and that can lead to more sagging. Wearing a bra or not wearing a bra ultimately does not change that.”
"Wearing a bra or not wearing a bra ultimately does not change that."
Women with heavier breasts may find that going braless may have its set of drawbacks, but Dr. Sahni says that you should always pay attention to your comfort levels since bras are a garment designed to support your back and correct your posture. “Those with heavier or larger breasts who choose to go braless may actually have worsening back/neck/shoulder pain,” she says. “Wearing a bra may allow them to correct their posture and help alleviate tension on those muscle groups.”
“Women with larger breasts may benefit from wearing a well-fitted, supportive bra as it may alleviate things like upper back pain or neck pain,” she shares.
Listening to your body is key when choosing whether you want to toss out your bras forever or just for a day. The beauty in a woman’s body is that it will tell us what we need to know before we even have to ask. There are common misconceptions about tighter bras being linked to causing health issues like breast cancer.
And while studies do show that Black women are “twice as likely to be diagnosed with breast cancer early when compared with Caucasian women,” the manifestation of this disease is predetermined by other varying factors.
“There are a lot of myths out there about going braless being better for breast cancer risk. It is completely false,” Dr. Sahni explains. “Whether or not you wear a bra does not have any bearing on your overall breast cancer risk. Ultimately, your risk is dependent on a variety of factors, including family history, your breast density, your lifestyle, and your reproductive history.”
If you’re looking for classic, weightless comfort that’s close to going braless, Alyson Stoner recommends Harper Wilde, a body-inclusive intimates brand on a mission to create a more comfortable world for womankind. They currently have a capsule collection with the intimates brand in partnership with their company, Movement Genius.
“Harper Wilde has been my go-to for years now because the materials are truly soothing on my sensitive skin, the amount of support feels like you're being gently hugged (not squeezed), and the styles are flattering and beautiful enough to wear as shirts or visible layers,” they say.
Courtesy of Harper Wilde
The brand offers super soft, breathable cotton fabric in their Triangle and Scoop Bralettes ($40 each) that will put the bliss and comfort back in your bosom.
Dr. Sahni says that choosing to opt out of bras or keep them close to your chest “truly depends on the individual” but it should be understood that “wearing or not wearing a bra won't significantly impact your overall health.”
“Ultimately, it comes down to comfort. There are some women with chronic breast pain where perhaps changing their bras to something more supportive and well-fitted may help,” she says. “Alternatively, some women find that going bra-less will alleviate their breast pain. I tell women that they should choose a bra that is comfortable for them, feels supportive, and one that they can wear regularly.”
So whether you choose to free the tatas or wear a bra that feels like it’s barely there, remember to listen to your body because ultimately, the choice is yours.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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