Beyond improved health & safety measures, one thing that the COVID-19 pandemic made apparent was – comfort, particularly how people dressed themselves being isolated at home during lockdowns. This fueled the “no-bra trend” as more women switched to clothing standards that they felt comfortable in. 

During COVID-19, certain trends became extremely popular, such as work-from-home, eCommerce shopping, online food ordering, etc. As such, women did not require dressing up in a way that others deemed appropriate. They freed themselves from being judged by the outside world and rather, adopted ways that they felt are comfortable. And the drive towards no bra and bras picked up from there.  

Even now that the world is getting back to normalcy, many comfort-conscious women are turning their backs to bras. The no-bra movement has been predominant among French women, who seem to be more conscious about freedom from traditional clothing norms. In 2020, 18% of French women aged between 18 and 24 years said they never or seldom wore bras.  

When asked why they decided not to wear a bra outside their homes, 53% of them said that the discomfort of wearing a bra is one of the primary reasons. And this isn’t the tell-tale of COVID times; young French women continue to go bra-less as the world gets back to normal. As of June 2022, 13% of women under 25 years of age reported they never wore a bra, whether or not they remained confined at home.  

What’s Driving the Idea of the No-Bra Movement? 

While the world continues to argue between bra & no bra, France seems to become the homeland of the ‘no bra’ movement. This is further fueled by social media campaigns, such as #FreetheNipple or #NoBra that are trending globally. Experts suggest two dynamics working behind this idea: 

● Increased awareness towards body positivism, where the young generation is prioritizing comfort over conventional clothing standards 

● A growing culture of neo-feminism that promotes liberating the female body 

● A greater sense of secularization among French women, which makes them less sensitive to religious-based, puritanical pressures against displaying their nipples  

It is found that modern, body-conscious French women are more informed and like to take decisions on their own – not based on the norms the outside world poses on them. 24% of these women want to free their breasts as they think bras can hurt them. 15% of women also stated that they do not wear a bra in a fight against sexualizing breasts, which forces women to hide them. 

The Fight Between Bra and No Bra 

The journey of going braless isn’t easy for women. Perhaps that’s why the percentage of women skipping the bra is comparatively low in countries like Spain, Italy, the United Kingdom, and Germany. However, with France being the pioneer driving the no-bra movement, it is expected that more women in the UK and western countries will navigate the fashion and confidence of going braless. And those who have already adopted the concept say they never feel like going back. 

Women, be brave! Love your body!