After decades of those with large busts finding it nearly impossible to find attractive let alone comfortable underwear, major Japanese manufacturers finally got the message that not catering to a wide group of women was an affront to all.
It is a curious double standard that people rarely hold fashion designers responsible for alienating women whose breasts won¡¯t fit into dresses, but they do with underwear. The need for validation at an intimate level strikes a personal chord, and together with Japanese bust sizes being on the increase due to changes in diet, this was a relatively natural shift in the market.
What got left out of this conversation was women toward the smaller side, largely because it is possible to wear a bra that is too big whereas the reverse is not true. A handful of brands like Feast Lingerie popped up in the last decade trying to fill the A and AA cup niche, and, to be fair, some highstreet names like Risa Magli and Wacoal¡¯s subsidiary Une Nana Cool have started to include in their lineups both smaller cups as well as the all-important slimmer underbust measurements.
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