The average American woman today owns six bras, one of which is a strapless bra, and one in a colour other than white. Consumers spend around $16 billion a year on bras. In the last 15 years alone, the average bust size among North American women has increased from 34B to 36C. While reliable data is hard to obtain, it is thought[citation needed] that in the Western world about 90% of women wear bras. Some women wear bras because of notions of modesty; others because they believe that it is part of their cultural norm and that not wearing a bra would lead to ostracism. Some wear bras because they believe it improves their appearance; while others because they find wearing a bra more comfortable than going without.
Bras are a relatively recent invention and are by no means universally worn around the world. In a cross-cultural study of bra size and cancer in 9,000 women during the 1960s, a Harvard group found 93% of women wore bras (from 88% in the UK to 99% in Greece), but could not find enough women in Japan who wore bras to complete their study. In a number of cultures, including Europe and other Westernized countries outside the United States, there are no social restrictions against sunbathing or swimming topless. There is less emphasis on the necessity to wear a bra as well.
The prevalence of the bra, and perceived social expectation to wear one, does not imply that openly displaying it is encouraged. On the contrary, it is often not considered suitable to expose one's brassiere in public in western cultures, even partially, despite the fact that it is similar in appearance to the upper part of a bikini; to do so may be considered sexually provocative.
Even considering this relative cultural taboo, being seen in one's bra is still more socially acceptable than exposing the bare breasts. Indeed, women may choose to be seen in just a bra to make a specific point. For instance, bras have recently been used by organisations like breast cancer charities to raise money, either by sponsored walks or to sell bras owned or decorated by celebrities.
The Transportation Security Administration recommends that women not wear underwire bras because they can set off the metal detectors, though some travelers say they wear them and they don't set off the detector every time. According to underwire manufacturer S & S Industries of New York, who supply bras to Victoria's Secret, Bali, Warner's, Playtex, Vanity Fair and other bra labels, about 70 percent of women wear steel underwire bras.
In response, Triumph International, a Japanese company, launched what it called a "Frequent Flyer Bra" in late 2001. The bra uses metal-free clasps and underwires made of resin instead of metal that are guaranteed to not set off airport metal detectors.
Bras are a relatively recent invention and are by no means universally worn around the world. In a cross-cultural study of bra size and cancer in 9,000 women during the 1960s, a Harvard group found 93% of women wore bras (from 88% in the UK to 99% in Greece), but could not find enough women in Japan who wore bras to complete their study. In a number of cultures, including Europe and other Westernized countries outside the United States, there are no social restrictions against sunbathing or swimming topless. There is less emphasis on the necessity to wear a bra as well.
The prevalence of the bra, and perceived social expectation to wear one, does not imply that openly displaying it is encouraged. On the contrary, it is often not considered suitable to expose one's brassiere in public in western cultures, even partially, despite the fact that it is similar in appearance to the upper part of a bikini; to do so may be considered sexually provocative.
Even considering this relative cultural taboo, being seen in one's bra is still more socially acceptable than exposing the bare breasts. Indeed, women may choose to be seen in just a bra to make a specific point. For instance, bras have recently been used by organisations like breast cancer charities to raise money, either by sponsored walks or to sell bras owned or decorated by celebrities.
The Transportation Security Administration recommends that women not wear underwire bras because they can set off the metal detectors, though some travelers say they wear them and they don't set off the detector every time. According to underwire manufacturer S & S Industries of New York, who supply bras to Victoria's Secret, Bali, Warner's, Playtex, Vanity Fair and other bra labels, about 70 percent of women wear steel underwire bras.
In response, Triumph International, a Japanese company, launched what it called a "Frequent Flyer Bra" in late 2001. The bra uses metal-free clasps and underwires made of resin instead of metal that are guaranteed to not set off airport metal detectors.
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