The brand’s "Busty Bralette” is for sizes 34D to 38DDD.
If you overhear someone talking about bralettes, you pretty much know it’s going to be one of two conversations: The first is generally some kind of grateful praise about how the soft-cupped option has totally replaced the traditional, uncomfortable wired bra. The other is a mix of disappointment and frustration from anyone larger than a B-cup, because to put it bluntly, flimsy bralettes aren’t made to support big boobs. Or at least they weren’t before this morning, when lingerie brand Lively introduced one.
The young direct-to-consumer brand brought a fresh, feminine perspective to lingerie when it launched in April of last year. Thanks to the comfort of its offerings, cheeky branding, and its messaging centering on women and their confidence, Lively quickly grew a dedicated fanbase. Now, the brand is widening that circle to include big-busted women with the introduction of the Busty Bralette ($35), a style made specifically for sizes 34D to 38DDD.
The launch is a direct result from customer feedback — via Instagram and Facebook comments, over email, by phone, and at face-to-face events — and is a gleaming example of how Lively’s focus on inclusion and community isn’t just some marketing ploy.
“We had had so many conversations with our community around this,” says Lively founder Michelle Cordeiro Grant. “The amount of feedback and emails around the need and want for this kind of solution style — a bralette that was stylish, functional, and comfortable, that could support a wider range of sizes — it was probably the No. 1 thing we heard about collectively.”
Available in both black and white, the new style is modeled after Lively’s best-selling mesh-trim bralette, with design tweaks to bring perfect fit and actual support to those with a larger chest. These key differences include a wider, stronger elastic band under the cups, as well as stronger straps and a breathable, soft inner cup for added support.
To the other million lingerie brands out there: Take notes, because we wouldn’t mind if you followed suit.