Clovia Has Launched Its First-Ever Plus-Size Bra Collection
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Clovia Has Launched Its First-Ever Plus-Size Bra Collection

Clovia, India’s premier lingerie, sleep, and personal care brand, has launched its first-ever plus-size bra collection. This new collection aims to cater to the increasing market that requires fashionable, comfortable, and well-fitting lingerie for plus-sized women. Finding well-fitted, comfortable plus-size lingerie has long been a challenge. Clovia has responded with a deliberate and thoughtful approach, placing the highest priority on quality and fit. Understanding the unique challenges Indian women face in their search for supportive lingerie, the brand invested significant time and resources to ensure this new range meets those specific needs and is tailored to the Indian market. The new collection includes a variety of styles, from everyday essentials to elegant designs, ensuring that every woman can find something that suits her taste and comfort. “We at Clovia have always been committed to ensuring that every woman feels comfortable and confident in her skin, and this new plus-size bra collection is a testament to that commitment. We understand the unique challenges that come with finding the right fit, especially in the plus-size segment and have dedicated extensive research and development to create designs that offer both comfort and style. Our goal is to make sure that every woman, regardless of her size, has access to lingerie that not only fits perfectly but also makes her feel confident,” said Neha Kant, Founder, Clovia Plus-size bras are designed to support, contour, and reshape larger busts. It features full-coverage cups that control spillage and has broad underband & shoulder straps for optimum uplift and support, while Minimiser bras are designed for bigger busts to appear one size smaller. It has comfortable compression that reduces bust projections. Plus-Size Bras: Exquisitely crafted to meet the unique needs of women with fuller busts, such as full coverage cups to prevent spillage, broad underbands and straps for enhanced lift and support, and broad wings for better side support. Clovia plus-size bras have seamless cups to ensure a flawless & flattering fit under any attire. The range is inclusive of several size options varying from 32B to 44F. Minimiser Bras: The collection of minimiser bras from Clovia proves to be the ideal option for those who want to reduce bust projection and achieve a more flattering look. The high-coverage full cups, coupled with comfortable compression technology, offer a secure and comfortable fit while creating the illusion of a reduced bust size. Thoughtful design features like wide straps and underbands distribute the weight of heavy busts and offer extra support. Clovia Minimiser bras are made with high-quality fabric and offer superior fits that make your garments fit you better! About Clovia: Clovia is a leading fashion, lingerie, and personal care brand for urban millennial women. Launched in 2015, the company designs, manufactures, and sells premium fashion lingerie, innerwear, nightwear, shapewear, swimwear, and athletic products under the brand Clovia and personal care products under the brand Skivia from the House of Clovia. Reliance Retail Ventures acquired an 89% stake in the brand Clovia in 2022. Today, Clovia’s offerings include more than 6,000 product styles in lingerie (250+ new styles a month) in 50+ sizes for 9 Body Types based on its feedback-led design approach and backed by its proprietary “Clovia Curve Fit Test”. The company ships almost 13,00,000 products a month, shipping a bra every 1.5 seconds. Clovia has a customer base of 5 million+ customers across online and offline in 2500+ cities. For more information, please visit: www.clovia.com

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The Great Debate: Bra or No Bra? Unveiling the Truth Behind Breast Health
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The Great Debate: Bra or No Bra? Unveiling the Truth Behind Breast Health

The bra has been a staple undergarment in a woman’s wardrobe. It’s become so ingrained in our societal norms that many don’t question its purpose or potential impact on health. But recently, a wave of curiosity has been washing over the lingerie aisle: is wearing a bra actually healthy? Doctors are increasingly stepping forward to shed light on this topic, revealing a surprising lack of conclusive evidence and some interesting insights. Debunking the Myths: Bras and Breast Cancer One of the biggest misconceptions surrounding bra is the link to breast cancer. Thankfully, medical professionals offer a sigh of relief. There’s simply no scientific evidence to suggest that wearing a bra, or the type of bra (underwire or not), increases or decreases your risk of developing breast cancer. Studies haven’t found a connection between bra-wearing habits and breast tissue health. However, some theories suggest that tight-fitting bras might restrict lymphatic drainage, potentially leading to a buildup of toxins in breast tissue. While this remains unproven, it highlights the importance of a well-fitting bra that doesn’t constrict blood flow or lymphatic drainage. Sagging and Shape: Fact vs Fiction Another common belief is that bras prevent breasts from sagging. However, breast tissue naturally loses elasticity over time due to factors like age, genetics, and pregnancy. While bras may offer some temporary support, they don’t have a lasting impact on breast shape. The Cooper’s ligaments, a network of supportive structures within the breast itself, are primarily responsible for determining the elasticity of breast tissue. These ligaments weaken over time, and no bra can reverse that process. However, some studies suggest that well-fitting, supportive bras may help minimise the appearance of sagging, especially for women with larger breasts. Comfort is Key: Listen to Your Body’s Signals So, what does this mean for your bra routine? The answer, as with most things in health, is that it depends. There’s no one-size-fits-all approach. According to doctors, the most important factor is comfort. If a bra restricts blood flow, causes pain, or leaves red marks on your skin, it’s time to ditch it or get a proper fitting. Here are some additional considerations: Activity level: If you engage in high-impact activities like running or jumping, a well-fitting sports bra is crucial for minimising bounce and preventing discomfort. Look for a bra with encapsulated cups, wider straps, and a secure band to minimise strain on the Cooper’s ligaments. Posture: Poor posture can contribute to the appearance of sagging breasts. Focus on maintaining good posture throughout the day to support your breasts naturally. Diet and exercise: Maintaining a healthy weight and engaging in regular exercise that strengthens chest muscles can contribute to overall breast health and appearance. The Potential Benefits of Bralessness Studies, though limited, suggest some potential benefits to going braless. Improved circulation, reduced irritation from constricting fabrics, and better lymphatic drainage are some of the reported advantages. A 2013 study published in the Journal of Sports Science & Medicine found that breasts that are not regularly compressed by bras tend to have a stronger and more resilient connective tissue structure. This research is ongoing, but it suggests potential benefits for breast health beyond just comfort. This can be particularly true for women with larger breasts who experience discomfort with traditional bras. Improved circulation can lead to a healthier overall breast environment, while better lymphatic drainage may help eliminate toxins from the body. Finding the Right Support: When Bras Are Beneficial While bras may not be essential for health, they can offer valuable support during certain activities. Sports bras, for instance, are crucial for minimising bounce and preventing discomfort during high-impact exercise. The repetitive movement of breasts during exercise can put strain on Cooper’s ligaments, and a well-fitting sports bra helps minimise this strain. Larger-breasted women may also find that bras alleviate back pain caused by the weight of their breasts. Here are some examples: Pregnancy and breastfeeding: During pregnancy and breastfeeding, your breasts will undergo significant changes in size and shape. You may need to adjust your bra size or style to accommodate these changes. Look for comfortable, supportive bras made from soft, stretchy fabrics that allow for easy nursing access. Posture correction: Certain posture correction bras can help improve posture, which can indirectly benefit breast health by reducing strain on the chest muscles and ligaments. Medical conditions: Certain medical conditions may necessitate wearing a specific type of bra. For example, women who have undergone breast surgery may need to wear a post-surgical bra for support and healing. Your doctor can advise you on the best type of bra for your specific needs. The Importance of a Well-Fitted Bra If you choose to wear a bra, getting a proper fit is paramount. An ill-fitting bra can cause a host of problems, from back pain and shoulder strain to restricting blood flow and creating discomfort. Here’s how to ensure your bra fits well: The Band: The band around your back should feel snug but not constricting. You should be able to fit two fingers under the band comfortably. A loose band won’t provide proper support, while a tight band can restrict blood flow and cause discomfort. The Cups: The cups should fully enclose your breasts without bulging or overflowing. Spillage out of the cups indicates the bra is too small, while empty space in the cups suggests the bra is too large. The Straps: The straps shouldn’t dig into your shoulders. They should sit comfortably on your shoulders without slipping down. Adjustable straps allow for a more personalised fit. The Braless Movement: Comfort and Confidence The “braless movement” is gaining momentum, encouraging women to embrace their natural bodies and prioritise comfort over societal expectations. This movement highlights the importance of body positivity and the right to choose what feels best for you. It’s about rejecting the idea that breasts need to be hidden or altered to be considered beautiful. Beyond Bras: Exploring Alternatives For those seeking a middle ground, bralettes offer a gentler form of support. They come

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Escape with Victoria’s Secret and Get Ready to Make a Splash!
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Escape with Victoria’s Secret and Get Ready to Make a Splash!

About Victoria’s Secret: Victoria’s Secret (NYSE: VSCO) is the world’s largest intimate specialty retailer, offering a wide assortment of modern, fashion-inspired collections including signature bras, panties, lingerie, casual sleepwear, and athleisure, as well as award-winning prestige fragrances and body care. With more than 1,350 retail stores worldwide and a predominantly female workforce of more than 25,000, Victoria’s Secret boasts the largest team of specialty-trained bra fit experts worldwide. Victoria’s Secret is committed to inspiring women around the world with products and experiences that uplift and champion them and their journey while creating lifelong relationships and advocating for positive change. Featuring all-new swimsuits, intimates, and versatile sleepwear, this summer lineup by Victoria’s Secret offers something for every mood and style. The collection embodies meticulous design, crafted with exquisite details. Experience the premium quality Victoria’s Secret is known for with luxurious fabrics and sophisticated craftsmanship. Discover timeless styles and trendsetting pieces—find the perfect fit and embrace confidence with every move. This versatile collection seamlessly transitions from poolside to patio to nights spent under the stars. Mix and match swimsuits with statement cover-ups, or unwind in luxurious sleepwear that feels as good as it looks. Victoria’s Secret celebrates its heritage this season with a nod to its beloved 2000s swim collection. Reimagined with fresh, modern touches, these limited-edition pieces pay homage to the brand’s iconic past. Victoria’s Secret is committed to welcoming, celebrating, and supporting women in everything we do. This collection offers something for everyone to transcend beyond every day, with styles meant to be worn in or out. This collection offers a diverse size range, from XS to XXL and bands 32A to 42DD. The Summer campaign features a cast of incredible, dynamic women whose vibrancy and warmth embody the endless possibilities of a summer escape: Gigi Hadid, Emily Ratajkowski, Tina Kunakey, and Paloma Elsesser. From luxurious lace to satin, every garment is designed to envelop the body in elegance, enhancing every curve and contour with grace and allure. Whether it’s surfing at the beach or having a romantic night, Victoria’s Secret collection is designed to make every woman feel empowered. The collection is available on website www.victoriassecret.in/ and across stores.

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