Breast Briefs


Five Signs It’s Time to Throw Away Old Bras

July 28, 2014

By Elisabeth Dale

CIMG0004-210x210I hate having to throw away old bras. I’m not even sure why it’s so hard. I know they don’t last forever.

Yet many feel like good friends, and it’s tough to let go of these formerly supportive relationships. Sometimes I remember where I bought a particular bra, in what city or store, who I was with, and if I wore it on a special occasion. I’ve got some great personal memories stashed in some of my old bras.

But there’s no way to make room for new lingerie friendships without clearing out some of the tired and messy bra clutter in my life.

If you are reluctant to throw away old bras, these five signs may make the job a little less difficult or painful:

1)   You find the bloom has faded. Size and style information are either printed on the inside of the band or on tags sewn into the band. If the lettering is gone or illegible, it’s time to throw it out. Take a look at straps, backs, and wires. Are they wearing through or is fabric faded and fraying? This bra can’t be making you look very good if it doesn’t look good either.

throw away old bras

2) You can’t remember the last time you wore the bra. It’s been stuffed into the way, way, back of your drawer or closet and you completely forgot about it. If it’s a strapless or other specialty bra, you might think you’ll wear it again. But chances are that if you haven’t put it on in over a year, it doesn’t fit anymore. And there’s no dishonor in trying it on just one more time to double-check, before tossing it out.

3)  You’re not the same person you used to be. You bought the bra when you were 10 pounds heavier (or lighter), or before you started working out with weights, or while you were pregnant or nursing. You’ve changed. The bra doesn’t fit, pinches or is uncomfortable, and is too small/big. It’s time to give up the dream that it will miraculously fit or be worn again.

4)  You never really liked this bra on your body in the first place. It’s gorgeous, was expensive, and you love, love, love how it looks–except when strapped to your chest. Maybe it’s not that old, but there’s something about the color, style, or fabric that doesn’t work for you. Time to cut your losses and make room for something that’s meets your needs.

5)  You’re not feeling the support and comfort you once did in this bra.Every time you put it on, the bra lets you down. Literally. Boob flesh is spilling out over the top or from underneath, the band is way too loose or rides up in back, underwires dig into flesh, and the center of the bra is pulling away instead of laying flat against the center of your chest. You deserve better, and more, from a bra.

What to do if some are gently or hardly worn, and you don’t want to throw away your bras?  You can recycle or send them to non-profits that make sure they find a new and useful home. At least in this way, your old bra friends can support others.

What about you? How often do you throw away old bras? Is it easy or hard for you to do? Please share any recycling or donation resources you might recommend.

This article was originally published on The Breast Life.



Meeting Changing Breast Cancer Patient Needs ~ Amoena

May 21, 2014

By Elisabeth Dale


Despite all the breast cancer “awareness,” there’s little discussion about how modern breast cancer treatments impact a woman’s day-to-day life, especially when it comes to post-surgical intimate apparel. Too often there’s an assumption that the end result of a breast cancer diagnosis a new set of perkier boobs. But that over-simplification is at odds with the reality of today’s breast cancer treatment options.

Some patients have immediate breast reconstruction after mastectomy. Others must wait and go through multiple surgeries over the course of months, or even years. Not everyone who has breast removal surgery is eligible (for any number of medical reasons) for breast reconstruction. A woman might have one reconstructed breast, and then must have her healthy breast cosmetically altered to match. Many women undergo lumpectomies, where only a portion, but not all, of her breast tissue is removed. Every woman’s case is unique, as are the aesthetic results. This adds to the complexity of creating stylish and well-fitting post-breast cancer lingerie.


Which may be why there are so few companies specializing in this niche foundation market. It’s not as simple as adding a pocket to a bra to hold a breast form. Foundations must accommodate different shapes and types of exterior forms and internal implants. Reconstructed breasts don’t sit or move the same way as natural breasts. There can be multiple surgical sites and sensitive scar tissue to consider. All these fitting challenges could explain why lingerie giant Victoria’s Secret passed on creating a post-mastectomy bra, even when publicly pressured to do so.


One company that has evolved to meet the changing needs of breast cancer patients is Amoena. Founded in 1975, its original focus was on making a better breast form. Back then, there was only one surgical option for women diagnosed with breast cancer: the disfiguring radical mastectomy. And Cornelius Rechenberg, motivated by his own mother’s breast cancer treatment, set out to create a more natural looking breast prosthetic. The revolutionary silicone breast form was the start of a new company, Amoena.



For years, Amoena concentrated on the prosthetic side of the business. They slowly moved into pocketed lingerie, swimwear, and products to help women achieve greater symmetry after lumpectomies. They added sensual styles of intimate apparel, with the Seduction line. Last year, in response to consumer demand, Amoena introduced ready-to-wear active wear and sleepwear.  The company has evolved from a single focus on breast prosthetics, to embracing all aspects of the post-breast cancer experience. They’ve even extended this support by publishing a magazine dedicated to the wellness, lifestyle, and fashion issues of breast cancer patients.



I spoke with Malissa Magyar, head of global marketing for Amoena, about the challenges of creating intimate apparel for breast cancer patients.

The most important part of the business is insuring correct bra and prosthetic fit. If the majority of healthy women find it hard to buy an everyday bra in the “right” size, imagine adding physical pain and scars to the equation. To better serve its retailers and customers, Amoena established an 8-hour bra-fitting course. But that’s just the first step in learning the intricacies of post-surgical fittings. One must also put in 500 hours, working with another experienced fitter, before certification. In addition to a growing design and manufacturing business, Amoena conducts about 50 such training sessions per season, all over the world.

According to Magyar, another obstacle is the traditional way post-surgical garments are sold. Insurance reimbursements can be an issue, vary by country and from state-by-state. A breast form and pocketed bra might be considered a needed medical device, but where do pocketed swimwear, comfy t-shirts, and pajamas fit into the picture? Fashions that contribute to overall wellness and recovery aren’t sold in more clinical medical settings. And insurance concerns can limit patient purchases to only what is covered. There are currently 1800 Ameona retailers in the United States, and the brand is available in all Nordstrom stores. But not every retailer carries the same inventory.


An additional difficulty is a general lack of knowledge about post-breast cancer life. Women don’t understand that they may not be able to go back to wearing their former intimates after treatment. They may not know what’s available or where to buy new garments. Lingerie choices do seem trivial compared to the more complicated medical decisions patients, and their families, must face. But the issue is an important one and plays a role in patient recovery. Soft fabrics, styles that cover and protect scars, and prosthetics that create breast symmetry allow women to reclaim and return to more normal lives. “It’s about rebuilding outward confidence,” says Magyar.



That’s no small number of women to serve, at least in the United States.  In 2010, there were over 2.8 million women living with breast cancer. Another 230,000 women are estimated to join those ranks in 2013. Contrary to popular belief, it is not early detection, but more sophisticated treatments that have increased the survival rate of those diagnosed with the disease. Advances in surgery, drug treatments, and radiation have reduced the overall death rate for some, but not all types of breast cancer. What scientists have learned about breast cancer is that it is more than one disease, and some forms are deadlier than others.

The World Health Organization predicts a 57% rise in all cancer rates over the next two decades. Breast cancer incidence will likely go up, even as new drugs and therapies are introduced to extend lives. Women will need, and want, foundations that fit their unique, altered bodies. Amoena’s expansion beyond breast forms and bras seems a small but important way to improve the lives of those living beyond breast cancer.

What’s your view? Were you aware of the various foundation challenges of post-surgical breast cancer patients? What do you think of Amoena’s new intimate apparel, swimwear, and active wear styles?



Will Affordable Care Act Change Nursing Bra Design?

December 16, 2013

By Elisabeth Dale


It’s hard to imagine that a medical insurance plan could change the way nursing bras are designed. But the Affordable Care Act, in an effort to increase overall breastfeeding rates, may lead the way. Why? Because new mothers will have greater access to expensive ($250 and up) but more efficient electric breast pumps. And nursing bras that make it simple to latch on to baby or a breast pump could be the next best bra solution.

Breast pumping bras have been around for a few years. Brands like Simple Wishes and Pump Ease have created a convenient way for lactating mothers to keep breast pumps attached to their chest, leaving their hands “free” to do something else. They are not “bras” in … Read more



Missing the Mark: October’s Breast Cancer Awareness Campaigns

November 4, 2013

By Elisabeth Dale

breast-cancer-flyer2How do you make decisions regarding your breast health? Do you schedule an appointment to talk to your doctor or keep up with the latest medical research? Would a social media breast cancer awareness campaign guide your actions? This October exposed some new and unusual methods of getting women to focus on their breasts, turning to social media to get their message out. They introduced catchy hashtags, produced humorous and funny videos, and tapped into the viral nature of photo sharing websites.

First up is a “Tweeting Bra,” created by an advertising agency. This unique piece of lingerie, worn by a popular female celebrity, tweets out a breast self-exam reminder each time it’s unhooked. Another Instagram-inspired promotion introduced #Mamming, an exercise … Read more



What Defines Real Breasts? Curvy Kate’s Star In a Bra Challenged

October 1, 2013

By Elisabeth Dale


Curvy Kate, the brand that brings sassy style and fit to the D-K crowd is under fire for their “Star in a Bra” contest. Some wearers of this popular and well-liked bra brand aren’t happy that contest rules specifically exclude women with breast “enhancements.” And, according to the blogosphere, this rule applies to any woman who has had breast surgery, be it reduction, reconstruction, or lift.  Curvy Kate has responded to criticism by asking for input and may consider revising the rule.

But should they? Some believe Curvy Kate is right to make this breast distinction. After all, the brand was created to celebrate the regular, full-busted female body. It’s falsely assumed that many naturally larger breasted women are that size … Read more



Bra Sizes and Bigger Breasts: Where’s the Science?

August 12, 2013

By Elisabeth Dale

Recent survey results from bra retailer, Intimacy, revealed that American women are wearing bigger bras than they did 20 years ago. The average size reportedly jumped from 34B to 34DD. Media outlets covered this news with headlines such as “breasts getting bigger,” or “America’s cups runneth over.” It was shocking to think that women’s busts had tripled in size. But is it true? Or could women, thanks to a booming lingerie industry, have finally opened their eyes to their correct bra size? What are the facts?


This isn’t the first time that larger bra sizes have been in the news. Some think it’s linked to the soaring rates of obesity. Plus size bra offerings have expanded over the years. But while … Read more



Does The Lingerie Industry Let Women Down?

July 8, 2013

By Elisabeth Dale


There’s a growing segment of the female population ignored by the intimate apparel industry. They desire beautiful and stylish quality intimates, are savvy consumers, and have the necessary disposable income to buy what they want. So what’s their problem? They, like me, are women 50 years of age and older.

I understand why lingerie and swimwear models reflect the attributes of youth. Perky breasts, tight skin, and flat abs make great backdrops against a beach or bedroom. But intimate apparel is also focused on a younger demographic fashion style, whether it’s the cut of the garment, color, or girlish embellishment. It seems best suited for shapes decades away from the effects of gravity.

Brands have stepped up the style and sexy factor … Read more


Elisabeth Dale

Breast Briefs


Elisabeth Dale is an internationally renowned breast expert and author, and the founder of She has appeared on Good Morning America, The Tyra Banks Show, BBC World News, NPR, and has been featured in The New York Times, Cosmo, Glamour, Men’s Health, and the Sunday London Times.
In her book, bOObs: A Guide to Your Girls, and on her website, Elisabeth entertains, educates and encourages AAA through KK cups to learn more about their bodies and support the changes their breasts go through from puberty to motherhood and menopause.

At, women can bare and share their intimate feelings and stories about their bodies (mammoirs), and experience a safe haven to explore new and innovative products, services, clothing, and surgical options. You can visit to find the best breast gear and garments that have earned The Breast Life Seal of Approval from a trusted community of product testers, and share your finds and feelings with an active community of other smart, stylish and interested women.