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“A woman’s breast could be compared with a gel-filled balloon, it can be moulded into any shape with little initial discomfort. The breast has no internal muscle structure and relies totally on skin tension and genetic characteristics for their shape. The conventional bra, however, is a symmetrical garment with sizing based on just two measurements. These arbitrary formulas trace back to ‘statistically average’ mass production surveys for the ready-made clothing industry and the male chest circumference, so women may present identical sizes but actually be quite different shapes: one could have a narrow back with a larger volume of breast tissue, in another this may be the reverse. However both would be assigned to the same commercial bra size. The fashion industry doesn’t recognise three-dimensional volume – it’s no wonder thousands of women can’t find bras that fit!”