US' Chico's brand Soma launches Bodify advanced smart bra

The average woman's breast size can change throughout the month because of slight weight changes, water retention, hormonal shifts and more, meaning even a good bra can begin digging and gaping practically overnight. Bodify addresses this and other common bra fit issues using patent-pending technologies, high-performance materials and new-to-market design to deliver a bra that stretches and changes with each woman's shape and size. To create the Bodify bra, the brand surveyed 1,500 loyal customers about the top fit issues they experience, and what was most important to them when shopping for their next bra, the company said in a press release.

Soma’s design team quickly discovered that there was a void in the market for options that delivered reliable comfort and support and an accurate, flexible fit while maintaining a flattering appearance over the course of a bra’s life cycle. Soma set out to achieve the perfect fit that evolves with a woman's ever-changing shape. This resulted in Bodify - a bra that offers flexibility in custom-fit cups that allow for natural changes in breast size or asymmetry, a no-dig band and underarm structure for a smooth look and fit, as well as lightweight features that promote airflow and added comfort.

The patent-pending Flexicup Pad Technology found in the Bodify cups is made from a self-adjusting material that flexes and recovers to adapt as a woman's body shifts throughout the month. When body heat is applied, the material softens and becomes more pliable, promoting a customisable stretch that tailors itself to match breast density, size and shape. This elasticity prevents the neckline from cutting in and conforms to each breast without gaping.

Complementing the Flexicup Pad Technology, Soma’s patent-pending floating cup construction offers additional flexibility, natural lift and cooling benefits. The inner mesh panel beneath the cups promotes breathability, alleviating overheating while allowing the cup to adjust to the body. Ultimately, the construction of the Bodify bra takes the pressure off the bra straps to provide independent support and appropriate lift, eliminating digging or slipping.

The launch of Bodify marks first-to-market technology and construction combined with a specialised stretch that delivers on unprecedented bra fit and comfort she can count on. This bra takes the guesswork out of finding a bra that works for your unique size and shape. Other solution-focused features of the Bodify bra include: no-slip straps crafted with a soft spandex gripper; an adjustable, double layered back strap for a smoother appearance; soft casing underwire support; and four-column hook and eye clasps for added customisation.

“At Soma, creating beautiful, solution-driven products is at the core of what we do. The launch of Bodify marks our most innovative bra offering to date, truly designed with what women want and need in mind. Through this debut, we are changing how women shop for bras and the overall wearer experience by delivering an option that was made to fit her unique shape and size, not the other way around. We are so excited to continue listening to women, embracing their struggles and applying innovation to create the most beautiful solutions. Bodify is just the beginning,” Holly Wilson, Soma vice president for design, said in a statement.

ALCHEMPro News Desk (GK)