In prep for our brand new bra range launch, we talked to 1,000 Australian women aged 18-54 years with bra sizes from 8A to 28DD to find out what they feel about their boobs. The study revealed some startling results.

Only 10% of the women described their boobs as their favourite physical feature. When they were asked what they liked most about their boobs, 18% said “nothing”. Incredibly, 8% of the women never changed their bra size. And one in ten women last changed their bra size over 10 years ago. In addition, 50.6% agreed or strongly agreed that they find it difficult to find bras that fit them well. And almost one in two women haven’t had a proper bra fitting in the last five years or longer! When it comes to the experience of a bra fitting, 36.3% of the women said they feel ‘ok but a little awkward’, while 31.6% feel uncomfortable or extremely uncomfortable! Bonds is here to change things. In come the new Bonds Boob Esteem Booths at Big W QV, Melbourne, Big W Warringah Mall, Sydney and Myer Melbourne for a week in October. [caption id="" align="aligncenter" width="700"] Bonds Boob Esteem Booth by Lucy Fenton at Big W QV, Melbourne[/caption] [caption id="" align="aligncenter" width="700"] Bonds Boob Esteem Booths by Lucy Fenton (left: Myer Melbourne, right: Big W Warringah Mall)[/caption]

With the help of expert bra fitters and beautifully designed settings, women who enter the booths will end up with the best bra fitting experience and products to give them the comfort, great fit, good shape and support they’re looking for. Bonds teamed up with the ever-talented Melbourne stylist Lucy Fenton of store fenton&fenton to help show women how great they can feel about themselves. [caption id="" align="aligncenter" width="750"] Designer - Lucy Fenton[/caption] The booths draw on Bonds and Lucy’s key connections - colour, comfort and good design. Like we do with our Bonds bras and undies, Lucy loves to mix and match styles – it’s the essence of her eclectic outlook. [caption id="" align="aligncenter" width="750"] Photographer - Armelle Habib, Styling - Julia Green[/caption] We’re stoked to have Lucy join our quest to make awkward, uncomfortable bra fittings a thing of the past. Here’s what she had to say about the process. What did you love most about designing and styling the Bonds Boob Esteem Booths? Bonds is not afraid of colour, and playing with colour is fundamental to what fenton&fenton does, so I loved the challenge of creating 3 different sanctuaries, each with a different bold colour palette. I also commissioned three of my favourite Australian artists Jai Vasicek, Megan Weston & Anya Brock to create pieces specifically for the booths. I love to support Australian artists and they all created beautiful pieces. How has this project been different to what you do every day? Being constrained by space presented me with a different set of challenges than designing a room in someone’s home, but I tried to apply the same principles in the design as I really wanted to create a feeling of sanctuary in the booths. Before the booths, what was your experience of buying a new bra like? It’s usually a pretty scary experience, especially last time as I was buying maternity bras, which adds this whole new dimension, as you really don’t know your ever-changing body shape. The surrounding mirrors and fluorescent lighting usually reveals a lot more than what you see in your mirror at home so it can be confronting. On top of that, if you don’t find the perfect bra it can be deflating. What do you want women to feel when being fitted in the booths? I want the women to feel like they are in the comfort of their own home. A change room can be pretty sterile and uninviting so I wanted it to be fun and colourful… so when you put on your new bra you feel like dancing around the room!! Describe your personal style in 3 words. Colourful. Unexpected. Evolving. What's your earliest memory of Bonds? To be honest I can’t remember when I didn’t wear Bonds underwear. I think through my teens I had every single colour of Bonds boyleg undies. It was always so exciting when Mum would take me shopping and I could choose a couple of new colours to add to my collection. See more of what Lucy does at her online store fenton&fenton or at the Melbourne location in Prahran.

VISIT THE BONDS BOOB ESTEEM BOOTHS

Where? Myer Melbourne City Big W Melbourne QV Big W Warringah Mall, Sydney When? Thursday 17th October to Wednesday 30th October (with the exception of Sunday) Time? Fitting service is from 10am-3pm Good to know: If you're not near the Bonds Boob Esteem Booths but still want to find the best Bonds bra for you, a fitting service will be available in metro Melbourne and Sydney Myer and Big W stores at the same times. Can't get to a store? Click here for our online 'Find My Fit' guide.