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Hanesbrands’ New Campaign Wants Women to Love Their Bras

Let’s be real: The reason 85 percent of women wear the wrong bra size (or so said a 2011 study from Griffin Strategic Partners) is that most have never been measured by a professional fitter. Not to mention, because there’s no U.S. standard, sizes vary from one brand to the next.

But there’s an easier solution than using a smartphone as a virtual tape measure: HanesBrands Inc. ditched the usual cup-size system for its ComfortFlex Fit technology in two of its lines, Hanes and Bali, labeling bras as extra-small to 2XL instead.

“It’s no secret that many women today are fed up with their bras—from the elusive hunt for the ‘perfect’ fit to unwanted pokes and prods,” said Sydney Falken, chief branding officer at Hanes. That’s why the North Carolina company kicked off a social media campaign earlier this month to remind women that it’s possible to fall back in love with bras.

A series of commercials started airing in August, featuring women who “break up” with their old bras and “fall in love” with their new Hanes or Bali ComfortFlex Fit ones. Now, customers are encouraged to join the conversation on social media by using the hashtags #LoveYourBra and #BraCrush.

Since the company first introduced ComfortFlex Fit in 2010, sales have grown at a double-digit place. Designed to take the guesswork out of sizing, the wire-free bras feature four-way stretch, seamless fabric and some models include flexible foam cups. Bali’s collection comes in two styles and retails from $38 to $40 in mid-tier and department stores, while the Hanes assortment comprises six styles in an array of colors (SRP $30-$34) at Kohl’s, J.C. Penney and Walmart.