TAPE IS THE ‘NEW BRA’Leading the bra-free charge is multimillion-dollar Australian empire, Booby Tape – the world’s first “breast lift tape”, which holds the No. 1 market share globally (the brand counts mega-retailers Nordstrom and Revolve among its stockists). “The bra, in the traditional sense, has become outdated as a result of ever-changing fashion trends,” Booby Tape co-founder Bianca Roccisano said, speaking from the US.“As fashion has evolved, so has the usage of undergarments. Fashion is becoming more risque,” Ms Roccisano said. “The demand is huge. The bra is done because fashion is evolving – girls want to wear backless, plunging, off the shoulder, and they don’t want to wear a bra.” “It’s like customising how you want your boobs to look. A bra only has one option in terms of the shape, and padded bras add volume – tape is like an invisible bra.” The US is the number 1 market for Booby Tape, overtaking sales in Australia.“I am in Las Vegas at the moment, and I don’t have a bra with me – I have tape and nipple covers,” Ms Roccisano said. Celebrity stylist Lana Wilkinson said the rise of the bra-free look was a hangover of Covid lockdowns. “Many of us got used to going braless or rocking minimalist bras regularly during quarantine,” Ms Wilkinson said.“Women want to be in control of their bodies and owning how they look. Gen Z is very much driving this new found freedom.”She said the current trends of backless dresses, cut-outs, sheer blouses and spaghetti strap tops and dresses – as well as blazers won with nothing underneath – looked “better with no bra”. “For those of us that have worn bras since we were teenagers, perhaps have a larger bustline and have always had support, taking this leap and not having “structure” may feel weird at first.“My styling tip is to invest in breast tape, cups and nipple covers.“Guaranteed to give you the braless look but without letting it all go south.”The braless trend made headlines this week when Ms Pugh, 26, wore a sheer Valentino dress to the brand’s couture show in Italy – and was brutally trolled for showing off her nipple, which she did as a symbol of female empowerment.“Listen, I knew when I wore that incredible Valentino dress that there was no way there wouldn’t be a commentary on it,” Ms Pugh said in a statement on Instagram.“It isn’t the first time and certainly won’t be the last time a woman will hear what’s wrong with her body by a crowd of strangers, what’s worrying is just how vulgar some of you men can be.“Thankfully, I’ve come to terms with the intricacies of my body that make me, me.“I’m happy with all of the ‘flaws’ that I couldn’t bear to look at when I was 14.”
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