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You'll find Cuup bras in every fashion girl's dresser. BAZAAR editors constantly recommend them. Actor Laura Harrier swears by them. Stylists and models can't stop wearing them. Now, through a new size expansion, even more people can add the buzzy undergarments to their top drawer.
Cuup just introduced 14 new bra sizes, extending to band sizes 40–44, to its best-selling bras in core colorways. This takes Cuup's size range up to 53 bra sizing options, plus seven sizes in underwear (XXS–XXXL). It's not a temporary move: Extended sizes will be included in all upcoming Cuup launches.
Cuup listens to its customers: First taking requests to create a swim line, then answering calls to expand its size assortment. Community also informed the two-year-long product development process for its extended size bras, chief design officer Pascale Gueracague tells BAZAAR.com.
"Our design intention is to create supportive, well-fitting, and distraction-free garments that fit, flatter, and shape without excess bulk," Gueracague explains. "In the 40–44 band creation process, we leaned into our hands-on, customer-focused, and feedback-oriented approach of understanding the unique needs of this size segment." That is, there were a lot of in-person fittings.
The resulting extended size designs look and feel just like Cuup's existing styles, free of the puffy padding and frills you typically find on larger bras. Yet they're still supportive thanks to the brand's signature power mesh.
"It was important for us to build a design formula grounded in authenticity and a real conversation around this customer," Gueracague continues. "From advanced material development, wire development, to trims—we refined and obsessed over every detail."
Extending sizes is about more than the perfect fit. It's also a way for Cuup to live up to its founding statement, "We support you"—"You" being any person who wants to buy into its women-first ethos.
"Cuup was founded on a mission to reclaim sensuality and hand it back to the women it belongs to. The Eurocentric male gaze has dominated the industry for so long," co-founder and chief marketing officer Abby Morgan tells us. "It’s not enough for us to simply refocus the lens, but rather empower the women we are featuring to tell their own story through a personal, honest lens." More sizes, more stories.
For your gateway Cuup purchase, start with its End of Season sale, happening now.
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