Freya’s Design Director Ruth Fox reveals the importance of choosing the right bra.

”A good fitting bra should be comfortable, supportive and give you the best shape under clothes.” Ruth Fox Design director.

However if statistics are to be believed 80% of women can’t relate to this statement, as they are wearing the wrong sized bra.

A correctly fitting bra should sit firmly but comfortably around the body. The underwires should lie flat against the rib cage, and contain the whole breast. The breast should be contained within the cup with no puckering or bulging in the cup fabric.

Wearing the wrong size bra can in the first instance be very uncomfortable, but did you know that it can also affect your posture, your confidence and ruin the look of your outerwear?

According to a recent survey carried out by Fantasie, our sister brand, the average woman was found to be wearing one back size too large, and two cup sizes too small.

The back size, or underband as it is also known, anchors the bra around the body ensuring the best fit, shape and support.

Wearing the back size too big:

  • Causes the underband to ride up at the back.
  • Unbalances the support structure of the bra, tipping the bust forward and putting extra strain on the shoulders straps.
  • Underwires are not securely anchored against the chest wall allowing them to stand away from the body, possibly digging into the breast tissue.

Wearing the cup size too small:

  • Forces the breast to spill out of the top cup creating a double breast effect.
  • The underwire is too small to contain the breast. The underwire is squashed against the breast, and not supported against the chest wall, forcing it to squeeze out from underneath, and offering little in the way of support.

There are trained Fantasie fitting experts in lingerie stores throughout the UK who can help you find your right size and style. We recommend that you have a fitting every time you buy a new bra as each one is different and your bust size can change regularly. Make comfort part of your wardrobe.

Features of the wrong size:

  • Breast being squeezed out of the cup creating a double bust effect.
  • Breast not fully contained within the underwire, resulting in wires digging into the breast tissue or breast dropping out under the wire.
  • Underband not sitting level at the front and back, riding up at the back.
  • Underwires standing away from the body
  • Shoulder straps digging in.
  • Unsupported breast drooping forward.

Features of the right size:

  • Underband firmly anchored around the body. Level at the front and back.
  • Breast fully contained with the underwire.
  • No puckering or overspill in the cup.
  • Underwires sit flat against the chest wall.
  • Breast well supported giving the best support.
  • Comfortable and supportive.


Fantasie Lingerie Celebrates 10 years of JJ cup bra, Belle!

This summer marks 10 years since Fantasie lingerie launched its most popular long standing collection, Belle. Celebrated by many as an ‘old favourite’ Belle was first designed in 2001 as a fashionable lingerie range available up to a JJ cup.

Fantasie, being the first in the market to develop the well loved “balcony shape” to compliment the “full cup” bras available, designed Belle to provide an everyday comfort solution.

In 2001 the first Belle colours to hit shops were black and white, which immediately became best sellers. This was followed by Rose for AW02, and Violet and Red for AW03. The most popular and best selling colour for Belle has been Smokey Blue, which is currently in stores and still selling.

A firm favourite with Madonna, who was seen wearing Belle in black, the collection has proven it can stand the test of time appealing to fans ranging in their twenties just as much as fifties upwards.

Jo West, Head of Fantasie Design said: “We are thrilled that Belle is still going strong. Belle is Fantasie’s real success story. After 10 years we are still designing and even more importantly developing the whole collection here in the UK. The benchmark of 10 years is a testament to how far we have come, as well as showing that the demand for Belle is stronger than ever. Just last year we saw record sales of Belle, for 3 consecutive months.

Jo continued, “For AW11, we are premiering Belle in an exclusive shade of Cherry, which has been especially selected for the 10 year anniversary by the Fantasie team. Belle will also be available in Bamboo, white, black and silver.”

More specifically, over the past 10 years Belle has been a record seller for many major stores including, John Lewis, Debenhams, House of Fraser and key independents throughout the UK. Belle is also now stocked in 31 countries worldwide. Over the last 5 years Fantasie has seen over 1,291000 sales of Belle and an increase in numbers sold since 2008.

Sharon Webb, Head of Buying and Design for Debenhams revealed: “We’ve always stocked Belle in every colour. Belle continues to be the best selling Fantasie bra in our departments.”

Whilst independent store owner and Belle stockist, Sadie the Bra Lady said: “I’ve stocked Belle since it was first launched and will continue to do so. It’s one of the best bra’s I’ve fitted on customers.”

In addition to bra’s the Belle collection by Fantasie also offers a selection of beautiful matching co-ordinates.

Fantasie is owned by Eveden, the UK’s leading lingerie manufacturer, a company that was founded in 1920.

Elomi Nominated at the Prima High Street Fashion Awards

After being crowned Fuller Bust Brand of the Year at the UK Lingerie Awards last year, Elomi is thrilled to be up for yet another award and is proud to announce a nomination for ‘Best for Curves’ at the prestigious Prima High Street Fashion Awards. The annual Prima High Street Fashion Awards celebrates the UK’s favourite shops, brands and online retailers and this year is celebrating its 20th anniversary. Prima are inviting you to vote for your favourite brands in a variety of categories, and in doing so, get the chance to win £500 to spend on the High Street. Imagine all the Elomi Lingerie that could buy…

Elomi was born for the Best for curves award. Providing incredibly fashionable lingerie, designed only for the curvy figure, that include striking and supportive styles from longlines to swim bras which leave you feeling fantastic.

So if you love Elomi and believe we fit and flatter style conscious curvy figures better than anywhere else on the High Street, just click on the link below to submit your vote…

Elomi Rocks the Curve Fashion Festival

Elomi showcased their AW15 lingerie and swimwear collections with retailer, Mish at the Curve Fashion Festival on Saturday 26th September.The fabulous event took place at the Manchester Central Convention centre and attracted a crowd of around 1,000 curvy fashion lovers. Overall, the day-long event was fantastic with guests being treated to two catwalk shows and a number of different seminars from celebrities such as Hayley Hasselhoff and Tess Holliday.

Taking to the exclusive Curve Fashion Festival catwalk, Elomi showcased a number of their AW15 collections including: Louisa, Cate, Juliet, Thandie, Nina and swimwear collection Rhapsody. Elomi’s collections were adored by all of the festivals attendees which included special guest bloggers Fuller Figure Fuller Bust, Curvy Wordy and Lalaa Misaki.

All guests that visited Elomi and Mish at the festival were treated to professional bra fittings as well as advice on how a correctly fitting bra can improve breast health, body confidence and enhance your curves. No one left empty handed as they were able to purchase their favourite set and were given an Elomi goody bags.

Holly Henstock-Cooke, PR Manager from Elomi said: ‘It was fantastic to take part in the Curve Fashion Festival with Mish and great to see so many women attend. Elomi’s collections were a huge hit on the catwalk, with the gorgeous Raquel collection catching everyone’s eye! The professional bra fittings Mish offered for guests were also hugely popular.’

Michelle Poynter, owner of Mish commented: ‘It was fantastic to be involved in such a positive event. I’m delighted that we were able to fit so many ladies who had never had a professional bra fitting before. Many ladies were amazed by what a difference a correctly fitting bra made to their silhouette and comfort.’

Elomi’s Time to Shine!

Elomi lingerie is delighted to announce it is a finalist in the Best Specialist Plus Size Brand Category in the Style XL Awards 2017. The Style XL awards have been organised to celebrate plus size fashion, the women who wear it and the plus size community.

The awards include 12 categories, recognising both established and newcomers within the community, covering bloggers, vloggers, brands, publications and influencers across social media. Bringing together plus size women and the fashion brands that cater for them, Style XL offers a platform for brands, bloggers, models and the general public to network and learn more about one another.

Elomi, the lingerie and swimwear brand which is part of the Wacoal Europe group is created specifically for the fuller figure, providing gorgeous collections from a 32 to 46 back, D to K cup. Every element that goes into making an Elomi bra from the initial concept, to the design, the fit, style and support it offers is only ever created with the fuller figure woman in mind. Elomi understands exactly what perfectly fitting lingerie can do for the fuller figure and combines stylish shapes, colours, prints and detailing to provide total comfort, support and confidence. For SS17 Elomi has launched an array of sensational fashion forward lingerie designs for the curvier figure, all which offer a flawless fit, as well as incredible support and comfort.

Voting for the Style XL Awards is now open! You can vote for Elomi by visiting the Style XL Awards website The results will then be announced at the exclusive Style XL Event Award Ceremony, taking place on the 19th March 2017.

Ann-Marie Manley of Head of Marketing for Elomi said: “We’re delighted that Elomi has been nominated in the Style XL Awards! Elomi is pushing the boundaries of the fuller figure lingerie market, inspiring with its array of fashionable designs, colours, prints and patterns and expanding its shapes, styles and sizes, so it’s fantastic to have been recognised. Reactions to our new SS17 collections from retailers, the plus size community and our social audience has been incredible so far, with ranges such as Soraya, Matilda, Morgan and Maya proving really popular! We wish all of the finalists the best of luck.”