Vertical folding vs swooping and scooping
This is one of the best images I have ever seen on the internet about the reason you need to reach in and pull the breast up into the cup to be properly seated and be certain the bra fits correctly. Please check out this website, it is filled with amazing photos of how bras fit with and without adjustment.
Putting your Bra on Properly - Bras and Body Image
Lately, I've been reading a lot of comments in online communities where someone has bought a new bra after following a modern measuring guide, and they believe it doesn't fit. Usually, there are complaints that the bra is too big in the cups and too small in the band.
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Please be kind, y'all!