Panache Find Your Fit campaign.

Panache is promoting women finding their perfect bra size in its new campaign.

Titled “Find Your Fit,” the documentary-style campaign features videos of professional bra fitters helping women find their correct size. The cameras zero in on the moment when a woman finds the perfect fit.

“Our new campaign looks at the many changes that a woman’s body goes through and encourages professional bra fittings throughout her lifetime to make sure she’s always supported and confident in her current shape and size,” said Leigh Norris, marketing director at Panache. “That ‘wow’ moment when she finds her perfect bra that banishes bulges and eliminates saggy straps can make women feel like a million dollars. Our new campaign provides great advice from our expert fitters, whether women are searching online or in stores.”

According to Panache, which specializes in lingerie for D+ cup sizes, results from a new study found that more than half of women have never had a professional bra fitting with 42 percent avoiding it because they thought it was unnecessary, and 39 percent feeling too embarrassed to have one. Panache used these findings to inform the campaign.

These videos are streaming on Panache’s social media channels and the campaign images, which feature the brand’s core products including the “Cari” spacer bra, the “Jasmine” balconette bra and the “”Anya” tankini, will be featured at Panache retailers.

Panache is also offering retailers “Find Your Fit” event kits that contain the materials needed to hold a fitting event in store.

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