Cornish lingerie retailer, Mish, has launched a new campaign to educate women on the benefits of a well-fitting bra.
As part of the #FreeTheSqueeze campaign, the company will post a series of blogs that will teach women that a correctly-fitting bra can reduce back pain and improve posture.
Founder, Michèle Poynter, also aims to change the perception that all fashionable bras are uncomfortable.
“At Mish we try and educate women that bras don’t need to be uncomfortable. It is possible for a bra to be pretty, fashionable, comfortable and supportive all at the same time, we really can have it all,” she said.
“When I’m giving talks or demonstrations to large groups, I often talk in terms of shoes and shoe sizes. If I ask an audience if they would be happy wearing a pair two sizes too small, there is always a resounding ‘no’.”
To celebrate the launch of the #FreeTheSqueeze campaign, Mish is offering consumers the chance to win a year’s supply of lingerie, which includes 12 sets of bras and knickers by Freya, Fantasie and Elomi.
The giveaway, which was launched on January 13, will run for two months. Applicants can enter in store or via Mish’s Facebook page.