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#CCCCFF – Facebook and the Amazing Technicolour Bra Posts

January 9th, 2010 by Liesl received 4 Comments »

By now, even if you live alone on a small unnetworked island in the Caribbean, you’ve probably heard about yesterday’s breast cancer social marketing campaign that had women (and a few men, thanks lads!) posting the colour of their bra (or in some cases, the lack thereof).

Bras of Many Colours (photo be Shattered Image Photography)

Bras of "Many" Colours (runway photo by Shattered Image Photography)

Millions whimsically played along, while a few detractors grumbled in the corner. Then, there was the usual round of aftershockers who (perhaps because they missed out on the first-round fun) posted socially aware messages in lieu of hues (donate here, post this instead, breastfeeding is good, etc.) Some criticized the campaign for deliberately locking men out of the fun (and perpetuating the incorrect assumption that only ladies get breast cancer), and many cultivated semi-mock outrage over the triviality of the campaign. What’s the point? How does this help? Right! Stop that, it’s silly. Very silly indeed.

Well, as we’re all trying to out-goose each other, I’d like to add my own ridiculous complaint to the mix:

What is up with the poor selection of bras on the market?

‘Black, blue, pink, red, beige, white and none,’ read the statuses in my feed…

What, no puce? No battleship grey, Bondi blue, burnt umber, goldenrod, vermillion or wallflower? It’s enough to make a girl want to burn the darn thing.

Do I fault the imaginations of women the world over or should I start sending letters to Victoria’s Secret? They should take a cue from cosmetics companies (now there is an industry clearly in possession of cutting edge synonym technology).

Social Investigation

Clearly, getting women to mention their unmentionables was a much-needed inquiry into the sad state of affairs that is the average lingerie line-up. All this cunningly disguised as an awareness campaign for… I forget.

But at least we can trust whoever got the ball rolling to take action: we’ve done our part, now lobby those retail giants into a greater spectrum of colours in their palettes!


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Posted under: Advertising, Featured Articles, Memetastic, Social Media, Weirdsies

4 Responses to “#CCCCFF – Facebook and the Amazing Technicolour Bra Posts”

  1. Sophelia says:

    Amen Liesl!

    We live in supposedly the sexiest city in Canada, arguably the most fashion-aware, and yet the lingerie available in this town walks a narrow path of poorly-made, ill-fitting designs in the kinds of colours most people would only ever put on a baby.

  2. Liesl says:

    Ah hahahaha! I nearly fell off my chair.

    It’s true, babies have terrible fashion sense: Booties? Onesies? Bibs? Pffft.

  3. Laura says:

    Agreed. I tend mostly toward basic black in all areas of my fashion life, since it matches everything and is far less likely to show the horrors of staining that white does, but you’ve gotta have a little color in your life now and then, and the color selections are usually pretty lame. Reds aren’t RED enough, most of the time. Then there’s the beige. Who the heck wears this supposedly “flesh-toned” color? I think it should be eliminated from the color wheel entirely. But while color is often a complaint, I think the bigger issue is the lack of quality. Sure, I may have a smaller bust that can get away with less support, but why should I have to pay vast quantities to GET support? And why should all my unmentionables become TRULY unmentionable after just a few washes (by hand, btw)? It’s unbelievable how bad the quality of bras is these days. But I guess when you live in a disposable society, this is just one more item on the “to toss” list.

  4. Liesl says:

    “Why should all my unmentionables become TRULY unmentionable after just a few washes?” YES! Too true, Laura. I remember back in 2000 or so I used to walk into La Senza or La Vie en Rose and ask if they had anything in my size, to which they would always look at me incredulously and say “no, but we do have [some size compromise that would not fit me]” I think we talked about this when we went to see “A Wink and a Smile” in the fall.

    At least now more companies are providing a greater variety of cup/band sizes, but as you say the quality is still sub par. It’s no wonder the majority of women wear the wrong size, when the average (i.e. mid-level) retail outlet peddles such rubbish. Most of their bras feel like wearable cardboard (and look only slightly less ridiculous).

    Personally, my way of coping is by knowing my relative size in the high-quality brands I trust (Aubade, Le Mystère, Lejaby) and finding good deals on beautiful new sets on eBay when retailers inevitably clear their inventory for the next season. The brands I mentioned are not prone to the usual architecture problems (underwire popping out after only a few hand washes, “quadruple boob effect,” water/gel/sand/air-filled nonsense) and aesthetic issues (girlchild colour palettes & prints) and by getting them from sellers I trust when they are clearing stock I get the best of both worlds: affordable but well-crafted (and beautiful) support. Plus, I avoid giving the Victoria’s Secrets of this world any of my hard-earned dollars. It’s win-win-win!