Insights From Women Across the UK on Confidence — Support & Everyday Well-being

Introduction

Comfort is no longer a minor detail — it has become a defining part of how women move, feel and navigate their day. During the Comfort Matters Roundtable 2025, we gathered insights from women aged 30 to 75, who openly shared their experiences with support, confidence, and the role of everyday comfort.
Despite their different backgrounds and lifestyles, one message was clear: comfort is personal, but its impact is truly universal.

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Why comfort matters more today than ever before

Many women expressed that their bodies and daily routines have changed over time. What once felt suitable often no longer does — and this is especially true for lingerie. Pressure points, rigid underwires and constant readjusting were described as major sources of discomfort.
For these women, comfort means freedom, ease and the confidence that what they are wearing will support them throughout the day.

“I just want a bra that helps me, not one I’m fighting with all day.” — participant, 46

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The shift towards softer, more flexible support

A clear trend from the conversations was the growing preference for soft, flexible support rather than traditional wired structures.
Women shared that they want materials which move with them, breathe, and don’t dig in — especially during long days or moments of activity.

Wireless designs were repeatedly highlighted as the ideal balance between gentle lift and lasting comfort.

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Comfort as the foundation of everyday confidence

What stood out was that comfort offers more than physical ease — it influences emotional well-being too. Women described how they feel noticeably more confident when their clothing supports them without drawing attention to itself.

“When I feel comfortable, I move differently. I stand taller. I just feel more like myself.” — participant, 48

Confidence, for many, comes not only from appearance — but from feeling supported throughout the day.

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What women truly want from modern lingerie

Across all conversations, four themes appeared consistently:

• Soft, gentle fabrics that feel good against the skin

• Support that stays in place without shifting

• Wire-free designs that still offer natural lift

• Comfortable sizing options that adapt to different body shapes

These insights highlight the growing desire for lingerie that continues to feel good as a woman’s body changes.

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Conclusion

The Comfort Matters Roundtable 2025 shows that comfort is not a luxury — it is a daily essential. It shapes how women begin their day, how freely they move and how confident they feel.
The move towards softer materials and intelligent, wire-free support is more than a trend — it is a meaningful evolution in modern lingerie.