Department store Debenhams announced today that it will be fitting women in the store windows of its Oxford Street branch.
The fittings will take place every hour from 10am, as part of a movement towards eliminating the embarrassment felt by women towards getting fitted.
Recent research by Debenhams revealed that embarrassment is causing 85 percent of women to wear the wrong sized bra.
The retailer, which reportedly undertakes one million fittings a year, has reported that the majority of women are still too shy to be professionally fitted.
The main causes of embarrassment included fear of going topless, feeling uncomfortable and being made to feel embarrassed – all of which the store claims are completely false.
Debenhams head of Lingerie Buying and Design Sharon Webb said: “The results of our survey were shocking – it’s astounding how many myths there are surrounding how a bra fit works. By staging the live window fits, we hope to show women all over the country that it’s easy and straightforward.
“What’s more a woman can go from a 36B to a shapely 32D in a matter of minutes by getting a good bra fit – no drastic surgery required.
British designer Aliza Reger added: “Fit is of paramount importance, a great fitting bra makes you look good on the outside and feel fantastic on the inside.
“It really is staggering how many women get it totally wrong. There really is nothing worse than an unsupported bust or spilling over the top of an ill-fitting bra.”
Women can take advantage of the free bra fitting service in all Debenhams stores, and during May will receive £5 off a bra when they are fitted.
From April 25 to May 22, lingerie fitters at Debenhams will be fitting as many women as possible, to raise awareness of the importance of wearing the right sized bra and the dramatic difference it can make to a woman’s figure.
Social media fans will also be able to watch live streaming of bra fits on Debenhams’ Facebook page.