Online Bra Shopping Tips: How to Get the Right Fit First Time

Trying on bras in a changing room was never exactly fun, but at least you knew what you were getting. Buying online can feel like a bit of a gamble; will it fit, will it dig in, will it look anything like the photo? 

If you’re new to shopping online, it’s natural to be a bit cautious, but once you know what to look out for, buying bras online is so much easier than doing it the old-fashioned way.

Step 1: Start with real numbers, not your old size

The single biggest mistake in online bra shopping is assuming your size is the same as the last time you bought a bra. Weight fluctuates, hormones happen, ageing affects us all, and even the seasons can change your size, so "I've always been a size X" isn't a great strategy.

Instead, grab a soft tape measure and use our Bra Size Calculator to get your band and cup measurements. All our Bra Fit Tools are kept in one place on our website, so you’ll find what you need to get started.

Or, if measuring yourself feels fiddly, or you'd rather have a second opinion before you commit, book an Online Bra Fitting with one of our Bra Gurus. We know how frustrating it is to have to buy the same bra in four different sizes in the hope that one fits you, so skip the hassle and get expert advice on size, shape, and support from the comfort of home.

Step 2: Understand what "support" actually means for you

Bra construction isn't one-size-fits-all, and the support your bust needs isn't necessarily the same as your friend's. Buying bras that don’t have enough support for your size is one of the reasons a bra feels "just okay" instead of genuinely good.

As cup size increases, a bra needs more internal structure to actually hold that weight, which is why cheaper bras from your clothing store won’t give you the same support as a bra made by a dedicated lingerie company.

Size matters too, which is why we offer Full Cup styles for C to G cup, or Premium Support styles for G to K cup. Larger boobs need more structure, so ours have a firmer internal frame and an upright wire that scoops and lifts instead of ending up in your armpit. 

Our Premium Support vs Full Cup guide breaks the differences down further.

Step 3: Know your shape, not just your size

Two bras in the same size can feel completely different depending on the style. Are your breasts bottom-heavy? Full at the top? Wide-spread? Most women don’t really know what shape their breasts are, but they may have an inkling of the styles that don’t suit them. 

Choosing the wrong style for your shape is where a lot of online bra shopping goes wrong, because it might look great on the model, but at home you’re spilling out over the top or looking down at gaping cups.

In our Breast Shape Guide, we look at the most common breast shapes, and talk about what bra styles work best for each.

Step 4: Learn to judge a bra from its photos

Product photos can tell you a lot, as long as you know what to look for. The trick is knowing a realistic shot from an exaggerated one.

Look for photos where the model's arms are down by her sides, not raised or resting behind her head. Lifting the arms is a classic industry trick that makes the bust look higher and more lifted, which can be a way to hide the fact that a bra isn’t actually offering much support. Arms down, in a relaxed stance, gives you a much more honest read.

From there, check where the band sits in relation to the cups. If you can see the band clearly under the cups, rather than the cups hanging down and obscuring the band, that's a good sign that the bra is doing what it’s supposed to. This is an especially useful thing to check if you're shopping for a larger cup size, because if the bra isn’t able to lift up the smaller sizes, it’s not going to be worth investing in for you.

Step 5: Put it on properly before you judge the fit

This sounds obvious, but it trips up more online orderers than you'd think. Once your bra arrives, don’t throw it on quickly before moving on to the next. If you don’t take the time to adjust the band or scoop your breast tissue into the cup, you’re not seeing it at its full potential.

Before deciding whether a bra is a keeper or not, run through How to Put On Your Bra the right way.

Step 6: Know the returns policy

Even with all of the above, sometimes a bra just isn't quite right, and that's part and parcel of trying on any new clothing. Before you order bras online, check the company’s return and exchange policy so you know if you can swap it out for a different size or style if the first pick isn't perfect. 

Buying bras online only gets easier from here

Here's the bit nobody tells you about buying bras online: the first order is the hardest. After that, it’s smooth sailing. Once you've found a brand and style that you love, topping up your top drawer only takes a few clicks. 

Ready to get inspired? Start with our new arrivals to see what's recently landed, or try our lace bras for some of our customers' absolute favourites.

FAQ: Shopping for Bras Online

How do I know my bra size without trying it on?

Measure your band (directly under your bust) and your bust (at the fullest point) with a soft tape measure, then match those numbers against a bra size chart. 

What if my usual size is sold out?

Try a sister size! If you’re on the cusp of sizes, sizing up in the band and down in the cup (or the reverse) gives you the same cup volume in a different back size. See Bra Crossover Sizes for how to work this out.

Why does the bra I ordered online feel wrong, even in the "right" size?

It's usually one of three things. Either the bra hasn't been designed to work for your cup size, the style doesn't suit your breast shape, or the bra hasn't been put on correctly.

Is there a way to get a proper fitting without going into a store?

Yes, an online bra fitting gives you the same expert guidance as an in-person fitting, just from home.