I used to despise shopping for bras. It would take my mind straight to hours of spinning around in hot fitting rooms with terrible lighting, not-so-flattering mirrors, and annoying sales reps shoving options at me like my mother-in-law at the Thanksgiving table. 

But alas, with covid restrictions these past couple years I was forced to depend on the internet for all of my shopping needs and it turns out, now bra shopping isn’t so bad. Furthermore, comfy bras are [finally] having a moment! With all of my meetings now on zoom, I’m all about being wire-free. But that doesn’t mean I want to wear sports bras and basic bralettes on the daily. For me there is a happy medium between comfort and sexy and I’ve come to realize that the perfect balance is in a newer niche of bras in the “wire-free, push up bra” category. Every bra I purchase is an investment and so I need versatility to get me through a day of conference calls at the home office to date night later that evening. 

I know, it sounds like an oxymoron. How can you get lift, support and comfort without underwire? Co-CEO Silvia Campello of Cosabella, an Italian family-owned lingerie brand, says, “Wireless bras offer that free feeling of being supported and covered, but not squeezed. They can feel much less binding and constricting than underwire bras.” Mix that in with the latest 3D molded cup technology and you get the best of both worlds. Cleavage without pain now exists and I’ve never felt more confident in a bra. Gone are the days of metal pieces pinching my ribs or digging into my skin. Thanks to my “new normal” covid-era routine, I’ve put underwire behind me and encourage you to consider the same.