Tell us what you think of these ads. They’re from Target – for a new range of bras – and well, we had a bit of a ‘huzzah!’ moment when we saw them.
No advertiser is ever going to be able to absolutely represent the diverse range of women out there – that would be impossible. And we understand that. But this ad sure feels like it’s on the right track.
And that’s why we’re giving them a Mamamia Medal for Positive Portrayal of Women*.
*It’s more of a symbolic award than an actual medal. Just a way for us to say well done for portraying women who look happy and healthy and real.
Check out the television ad:
And the print ad:
The print ad which has been photoshopped but the shape of the women has not been changed
Mamamia contacted Target to tell the company what we thought about their ads.
In a statement, Managing Director Dene Rogers said in response: “We’re very proud of our bra fitting solutions campaign and have been heartened by the positive response to it so far. Using a diversity of women in this campaign was important to us following extensive conversations with our customers about how vital a perfectly fitting bra is to them.”
Before you point out that the image has been photoshopped, yes, it has, just like every single advertisement you see and yes that’s an enduring shame. But just like the ground-breaking Dove campaign featuring a diverse selection of ‘real’ women, that doesn’t take away from the positives of this campaign in a sea of Stepford-wife samey-ness.
And we feel it’s beneficial to the cause of promoting a healthier body image to praise every positive step made by magazines and advertisers (as well as calling them out when they cross the line).
What do you think of the ads?
Comments
169 Comments so far
why do the advertisments have to been seen by my young children…why not put it on at a time when children are in bed????
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Puhlease – this strategy behind this advertisement is “boobs + logo = sales”. The last time I saw a group of women dancing around in bras, I was not in a fitting room. I was in a strip club.
When will creative departments and agencies understand that women (ok, straight women) enjoy looking at attractive men, while looking at semi-naked women is an exercise in self-criticism.
Why relate your product to self-criticism?
If you want to sell women the concept of ‘comfortable bra fit’, try this idea out for size: a white-coat clad, bespectacled bra fitter talking about underwire and shoulder straps and fit and comfort while fitting a bra to someone. The camera pulls away to reveal she’s fitting out an attractive man. Even an attractive man in drag.
Now; you’ve got my attention, you’ve given me the facts, you’ve not reminded me of what’s wrong with my body, you’ve not made me critical of other women’s bodies and I’ve remembered your quirky originality. By creating an advertisement that places emphasis on service and comfort – not women running around half naked – you’d have my respect and my dollar.
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Two thumbs up for this ad! I am glad to see all size women with all size boobs. As a person who wears a 16E bra it is good to see places like Target having bras much bigger than a C. Not that I work for Target or have anything to gain from people going there. I went to Target on the weekend, they had an amazing range of bra sizes including up to an 18 G, I think was the biggest size I saw.
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When I first saw the ad this is what I thought.
Bad fitting.
It’s like their breasts are hanging, and the bra is there just to cover the nipples.
No lift.
No support.
No style.
Yuck.
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I couldn’t tell until reading about it that the photo was photoshopped.
Both the photo ad and the video are FANTASTIC and REFRESHING!
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The problem for me is that these bras don’t appear to be the correct size for ANY of these ladies.
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Seriously Target! Did anyone watch the ad before it went to air and you handed over your money to some advertising executive?
None of the bras look like they fit. This ad is a major fail on Target’s behalf.
It most certainly does not make me want to go to Target and buy this bra or any bra. It only confirms my existing opinion that Target do not make properly fitting bras for larger breasts, or according to this ad, small ones.
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serious? i didn’t notice… but after reading your comment i went back and had a look.
nope – it doesn’t appear that way to me.
surely target wouldn’t be that stupid to put women in their ads in wrong size bras if that’s what they’re advertising?!
looks like they’re all in correct size bras to me
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I’m really not trying to pee on anyones parade,but i’m a bit puzzled about how that ad is supposed to be ‘a step in the right direction’-i see no diversity here whatsoever.All the ladies are more or less overweight and have very large breasts.When i saw this ad the first time,that’s exactly what i thought Target are wanting to sell here-plus size bras…and that’s fair enough.
Just don’t play that ‘happy,healthy.real’ card,i find it utterly annoying.What does it even mean,and who decides what a ‘real’ woman looks like?
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You have a very low threshold of overweight. And boob size!
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Well yes,that may be so,but the article did ask our opinion on it,and those are my thoughts.
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When you have small boobs everyone’s boobs are large!
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Anything above a B cup is large by my standards!
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Hmmmmm. Nothing like making others feel like a freak! I make certain not to go round saying to small chested women ‘titless’ or ‘I know men with bigger busts’ or ‘ironing board’ … probably as I’m aware that unless you opt for plastic surgery, no one chooses their bust size. My sister is an A cup (but she’s wonderfully pleased about it … as she often regales ‘I love coming home from work, pulling off the bra and not having to keep them rounded up or hoiking them in order to sit at the dinner table!”).
I’ve been contemplating a reduction for the last 6 years … terrified of all the cutting, hacking, slicing and sewing of a 2 hour operation. I dread the months and months of healing. AND THE COST! And then people’s reactions. I keep coming back to it as a solution to the discomfort, the daily neck/back/headache pain, dressing them (this is an abject nightmare … I have cried in shop dressing rooms on more than one occasion … at times it can be so demoralising … size 12 back and huge boobs means you can’t just buy a bra in a regular store, or a dress – I own only one, it cost me $60 and took $180 worth of alterations to get it to fit, or a button through shirt, or a coat, or a sexy, floaty, fashionable top), sleeping with them, managing them, attempting to keep them covered working in an office of all men, etc.(the list goes on).
But the icing on the decision cake always has to be someone whose jaw drops when they hear you’re a G cup (or even an E/F … god forbid you’re a K or more!) … it becomes really, really apparent that people really do consider you some kind of circus freak. Some days I can just put the matter aside in my mind … but today I’m reminded once more just how far from ‘normal’ I am. Not a D, or an E, not even and F or FF … but a comically, ridiculously huge G. Sigh. I know there are worse things in the world, but this is the secret body issue I wrestle with … often literally.
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Hi GuestCate,
I am not sure if this will help you or not, but I do know that http://www.intimatecouture.com.au stock Pleasure State VIP, which ranges in size DD-G. I imagine it must be hard to buy online with your size, but they do have a fantastic return policy.
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I’m guessing you’re an AAA cup then?
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Love it, love it, love it!
Sure, there’s diversity: real beauty, but the ad doesn’t make a big deal of it. There’s no intro text saying “Here are some average women” or a voiceover saying “Bras to fit all shapes and sizes” – it addresses a need for well fitting bras and nothing more.
Good job, Target. I just hope the bras are as good as you say they are because my experience of the actual product hasn’t been great in the past.
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I think it’s a really well job done. Kmart has done exceptionally well in addressing their target audience in this case and it looks like a very effective marking scheme
It doesn’t appeal to me as a 19 year old girl – but I get that’s not the point. Personally I enjoy my airbrushed young sexy young models with abs. I’m 100% more likely to go for shopping at a place that has used fit, slim models to market their bras.
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umm… it’s Target.
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So, after this post I decided to go to Target and get a new bra or two.
Most. Disappointing. Experience. Of. My. Life.
I wish I hadn’t gotten caught up in the hype.
Pros:
- Lots to pick from. No doubt about that. And some very Victoria Secret-esque bras in terms of getting optimum bust for the less well-endowed.
- Someone who *seemed* to be a trained fitting specialist. I heard her helping the lady in the next change room and she seemed to really help her.
Cons:
- Well, their saying, “the bra you buy is the bra that fits” is right. So I didn’t buy a bra, because none of them fitted.
Le sigh.
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Funny you say that! I actuaaly published a post today on the Target Campaign. I think you will be able to relate to it. Http://www.women.braqueen.com.au
Rx
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Your post is so accurate and reflected a lot of what I thought! The only part I can’t relate to is being upset at the fact they only went up to a DD…I’m nowhere NEAR that
I was more frustrated that they don’t do an 8 band.
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When I first saw this ad on TV I noticed the “assistant” with a tape measure draped around her neck. As far as I am aware, Target does not have trained staff to assist with correct fitting.It has always been self service,(choose an few from the display racks). self trying-on in the change room, (lucky you if you have someone with you to run and get another size if required…if not is it worth all the hassle of getting fully dressed to go and find it yourself?) then proceed to the checkout counter. Fine if you are a 12B, but I have always gone to a proper Bra Shop and been fitted properly….and paid the price (usually $50+)
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Hi! My friend works at target and just yesterday told me they are going to train/ hire bra fitters
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Just for the record, I have always had problems buying bras that fit properly. (And, just when you find something that you really like, it gets discontinued.) I am 63 yrs young, a Grandma, but definitely don’t dress like an old lady, weigh 76 kg, and take an 18 EE bra
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I like these ads – sure, they aren’t perfect, but they’re lovely all the same.
Slightly off topic – I can never find bras in my size, 30A, 30B, 28B or 28C (it varies!). I’m not that small, just short. There are 30A bras in target, but only in very…girlish…designs. Anyone know where I can get them?
Thanks! xx
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Pleasure State make 30As and Bs in some styles, and I believe they will be becoming more available as seasons go on.
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What do I think of the ads? Well my first thought was that I went to school with the woman doing the talking in the ad. And the second was that she is looking tops. And my third thought was ‘I wonder if she has has any kids?’ And then I thought it was a nicely representative ad.
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The ad makes me want to be friends with her. She looks like a right laugh.
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Why when we dont have models we use overweight women as the norm. FIrstly overweight is unhealthy. Lets get real and show healthy women without the extra padding
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Last time I checked, overweight women bought bras too, so why shouldn’t they be represented in an advertising campaign?
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oh bullshit. Not one of those women looks unhealthy, or “overweight”. I think you have a warped idea on how diverse the healthy weight range is. Stop being a hater.
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Some of those women look overweight to me. I don’t think overweight should become our normal
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Hmm, good point. What you think looks overweight should definitely be the standard by which women determine their own health. And also their suitability to be seen in public. Thanks for clearing that up!
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Great step in the right direction. Larger women always get sent to the “Industrial bra” section though – drab beige, no pretty styles for them since they’re too unacceptably fat. I guess for $15 that’s the best Target could come up with even though the larger women need wider shoulder straps. I’ve ended up dyeing my bras medium pink as they show up less under clothing (particularly in photos). Another must is a bra without underwire – it IS possible, even for larger women and far more comfortable. As for REAL women ?…….’must be a shock for people deliberately starving themselves to be a size 8 to realise that “attractive” comes in all shapes & sizes – and most men would privately agree……I’ll be interested to see how Target follows this up in the future – quality, low-cost garments for large women in natural fabrics perhaps ?
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Carol I can’t tell you how I much I love and agree with your comment!
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Me too, especially the part about natural fabrics.Also where is the workout gear for bigger ladies. I always wonder if the designers for Kmart, Target, Big W etc ever stand outside their stores and rreally LOOK at their customers
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i went to Target today to check them out – WHY are they all PADDED?
am i the only one who does not like a padded bra??
I like underwire in my bras and just pretty lace or whatever – but hate the padded variety…
they just make my big boobs, look even bigger…..
Pls target do some nice non-padded varieties too????
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I’m with you, I hate the padding too and it’s hard to find a bra that doesn’t have it. I wish there were more choices out there.
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Hear Hear!
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I’m small & I hate padded bras – even if they call it “moulding” it’s still padding.
The elastic is starting to go in all my old ones, so I’ve had to buy some with padding & I find them really uncomfortable, & they look & feel unnatural. My sports bras are getting a lot of wear, at least I can still buy them without padding.
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I find it interesting that the print copy states that 85% of women wear ill fitting bras and both the TV and print ads show women in illfiting bras.
I really dislike these ads, it certainly doesn’t entice me to buy the product.
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YES Amanda!!!! This exactly right!! NONE of them are wearing correctly fitting bras. And of course, for a larger bust, they throw her in a stretchy-no-support-passion-killer-pull-on bra.
Unbelievable.
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Oh My!
That was my first thought when I watched the ad! There is bossum spillage over on almost all of them!
That or a back/side bulge!
I you are making a bra that claims to fit “every size and shape” then please ensure that the models used to advertise it are in said correct size otherwise you look like you are using the ‘before’ shot to advertise what is supposed to be the ‘after’ bra!
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That was what I thought also. I made this comment to my husband when I first saw the ad on TV. Not one of these women looks like her bra fits properly. The design makes all of their boobs look terrible. Yes they are all shapes and sizes but the bra does not suit all shapes and sizes. Awful.
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Healthy, happy and real?
As opposed to fake? I hate that term ‘real women’ with such a passion – can we PLEASE ban it?
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Me too. Hate it.
All humans are real for crying out loud.
That is why we are human and not robot.
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It is appropriate in some contexts – for instance, real women as opposed to photoshopped women, who are functionally cartoons.
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I hate this ad. It’s nothing to do with the bras themselves, I quite like the everyday bra look. I quite like models.
BUT SOME OF THE WOMEN ARE CLEARLY WEARING ILL FITTING BRAS IN THE AD.
If you’re making an ad about bras that fit, please, please, please put them in the right god damn size.
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LOL. Yes…I agree…they look too big and they seem to hang low. And god those bras are ugggggggggglee.
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Yes! Yes! That’s all I could think about when I first saw the ad! Soooo ugly…
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Gee I would hate to work in advertising – you can never please everyone!
I like that they feature real looking women.
But can someone please manufacture reasonably priced bras for larger women who have post baby bodies AND practically no boobs!
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I wish more advertisers/brands would use non models to flog their gear. I think they would see an increase in sales if customers could see what they are trying to sell on every day people, rather than “models”.
It’s such a pity that their everyday bra doesn’t cater to every body!
I’m still trying to work out why bra designs can’t be reproduced in bigger sizes? The big sizes all seem to be ugly, ugly, ugly! Yes I need support but I’d also like to feel great in my bra – why can’t you make that pretty 10C design in a 18D or 20DD or 22E or 24F?
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At least you can buy a bra in 18D, 20DD etc. Try 10F.
Here’s my suggestion for the bra manufacturers
1. Make bras in all sizes
2. Make bras in all sizes that look good (i.e. not granny worthy!)
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Exactly! I can’t for the life of me understand why they can’t make the same bra design in ALL sizes – the woman wearing the 20E (or the 10F!) probably wants to wear and feel great in that beautiful 10C just as much as the woman the 10C was made for does!
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I think you’ll find the 10c doesn’t need as much support – I’m a 10b or c & I have some clothes I don’t even wear a bra with. I’d bet not many larger breatsed women could do that – in comfort & without any visible droop.
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Hi There,
http://www.intimatecouture.com.au stocks Pleasure State VIP which only produces bras that are DD-G in cup size. They have absolutely gorgeous designs! And they are specially designed purely for the larger bust. They also have a fantastic returns policy.
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About 11% of the Australian population is of Asian descent. But seeing ALL of the advertising on tv… you wouldn’t think so.
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Massive thumbs up! Give us more of these ad’s people in the advertising world!
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Great intention, great ad, great message, full points to Target marketing dept and the gorgeous women in the ad. But really, have you been to a Target dressing room lately? Fun? – no. Reassuring? – no. Relaxing? – no. Pleasant? – no. Flattering? – no. Want to be half-naked in front of the sales assistant who is brandishing a tape measure? – um, no.
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Isn’t part of the push to use their website with the sizing guide to work out what fits you best though?
I’ve never had any dramas with Target fitting rooms. What do you expect them to have?
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Urgh! Target change rooms are the worst… Unflattering mirrors that make you look bigger than you are. I buy the stuff and try it on at home.
The Target near us has the worst mirrors I have ever come across.
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Better than in the shops where they put skinny mirrors in to make you buy the clothes, then you get home and they look horrid!
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Yeah, I couldn’t really see why “fat” mirrors would be a bad thing either!
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I like the ad for Dove body wash at the moment with real women singing and dancing along, it’s great!!
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Nice ad. Pity all their bras just make me look like I have pointy Mad Men style norks though.
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Sweater girl bras do that to me. I call them “torpedo tits”.
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I am an average middle-aged woman. Clothes that look good on a 16 year old reed-thin girl are irrelevant to me. I am far more likely to consider buying clothing I see modelled by someone my size/age, if it makes them look good.
The length of time it has taken for marketers to work this incredibly simple equation out makes me think theyre not very bright…
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and let’s not forget you have much greater buying power than a 16 year old.
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Kate, I’m with you … Jane points out you have more buying power which is true, but there is also MANY MORE OF US!!! Simple maths really, the baby boom and resulting gen x kids aren’t some imaginary thing created by …. well, advertisers, but are a real statistical fact, and there are loads of women over 30 who would respond to seeing other energetic, classy women model cool looking clothes.
I simply do not understand how they don’t ‘work the numbers’.
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I love these ads, they look a lot more like I do in a bra than some supermodel with boobs up around her ears!
And why can’t diversity include showing a group of “Anglo Saxon” women. Ok there are no dark skinned or Asian women in these Ads but doesn’t every woman in the ad look different and have her own look. Isn’t this diverse. Hope I said that right!
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I work at target in the ladies wear department and have ‘apparently’ been trained in bra fitting. All we use is a tape with markings on it and it is absolutely ridiculous. I had myself measured as the ‘model’ while I was working because no other staff wanted to do it (admittedly, I didn’t either). The tape was wrong in both the chest and the cup size. I took a tape home to measure on my mum and sister and it was wrong on both of them as well.
In saying this, the bras we stock look comfortable (they don’t stock my size, 6F) and if they fit you they are great value. However, if you want to get fitted for a bra, I suggest going to a specialty store. There is a place called DeBras in Wentworthville and they stock smaller sizes and larger cup sizes. It is expensive, but it’s the only place I can find bras to fit me.
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Amen to that. I have the same problem in Kmart. Great marketing campaign but I have a sneaking suspicion that they won’t be any good – a bit like ‘Joanne’ bras you buy in Kmart. I know bras are expensive but a good bra is worth the money. I’m rather well endowed and I need a decent well made bra that fits properly.
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The bane of my life is Kmart sizing, I go between size 8 things that swamp me to size 12 clothes that are too tight! All I want is some cheap tshirts and shorts
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+1. More Than A Handful in Pitt St Sydney have a great fitting service and truly understand ALL sizes. They can often fit you just by looking (they are THAT good) … but you have to make an appointment, and if you buy nothing, their time costs you $30. Having said that, you’ll often get access to many european bra brands that our mainstream ‘speciality’ stores just don’t carry.
There are many more of these stores popping up (I have a long list I give to gals who I come across who bemoan the choice in our shopping malls … I can post them here if required … but DeBras is one, Blest Bras is another, and these two stores stock great supportive swimwear also!) … but if you live outside the ‘big 5′ (Bris/Syd/Mel/Adel/Per) … then you can add the cost a trip (petrol/accom) to an already expensive bra purchase. Or better yet, go offshore – all this talk of supporting australian business gives me the craps when they won’t bother to supply the goods I require.
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I can’t buy bras at Target. Apparently they don’t like 12G balloon (not teardrop) breasts.
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I very seldom watch commercial TV, but noticed this ad straightaway when it came on. I do love that they have used “normal” shaped women and not made it all “sexy”, but rather fun and down-to-earth. However, like others, I was also immediately put off by the fact that some of the bras are a really awful fit. I know I shouldn’t expect too much at $15 or $25, but it is SO hard to find a well-fitting bra, especially as mentioned below, if you are slim around the middle with larger breasts.
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Excellent, Target, I’m so pleased. Could you also please order more stock in smaller sizes because they always sell out first and finding something in an A or B is nigh impossible in some of the retail stores (particularly in maternity bras – no they DIDN’T get HUGE!).
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Do they even stock an A cup?
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They do 10A and 12A in a few styles…but usually start at a B. The nice ones almost always start at a B.
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That’s also where they sometimes stop!
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Must be a location thing…I almost always see 10C+ and 12B+. It must also be tough being at the larger end, but I think generally they stock the mid-ranges very well and neglect the smaller and larger. I’ve never seen them “stop” at a B cup in my local store and quite often it’s hard to find them even start there. But they do tend to stop at a D in the regular bras (and by regular I mean not specifically aimed at the larger busted).
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And what about AA?….. My post-breastfeeding breasts are pretty much non-existant. I don’t want teeny-bopper style and nor do I lke having to spend $50+ on a bra from a specialist store!
On the plus side, I do love their Maternity bras
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I hear you….Target is certainly the wrong place for small bras…as is Kmart,BigW….and everywhere else really.There’s an online store called Itty Bitty Bras,they’re great for us chesticly challenged…:)
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The bras don’t look like they fit properly! They’re kind of plain, I don’t do plain.
I’m a 16E, give me Bras N Things anyday where the bras fit me and look nice and are not plain.
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So I almost wrote a really critical comment about Target sizing and how their bras never fit…but have just discovered Free Fusion going to 8B and that’s one step closer to an 8C…I can deal with a bit of boob overflow, I guess. As much as you can get overflow with my little ones. (Edit: but then I browsed the site more and discovered they’re mostly teen-themed…I rescind my previous change of mind)
But I like the ad. Sure, it’s not as diverse as it could be (and it really wouldn’t have taken much effort to make it more diverse, in shape, size or ethnicity) but I think there are good intentions behind it so I’ll more or less give it my tick of approval. Baby steps.
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Wow, this just looks like a giant pitch for target’s marketing money! C’mon guys
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Cynic! No. Actually a genuine, independent reaction from several of us in the MM team when we saw the ads.
Not since Dove have I seen a women’s advertiser reflect women in a diverse way like this.
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Only thing I thought of is that they won’t have my size -12F. Unfortunately in Target if you have size F boobs then you must automatically be a size 16 right? Wrong people…you can be a size 12 with big boobs!
So all this talk of suiting everyone is rubbish because they don’t.
Haven’t checked out the Dita range yet so am hoping they will have my size.
In all honesty I would rather pay extra and get something pretty that fits properly and will wash well.
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OMG, this is my exact complaint too!! Except 12E not F. Drives me insane!
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The Dita range goes up to 20E, though the smaller sizes of the DD-E cups sold out in a lot of stores pretty fast.
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Oh my god – this is my problem. I am a 12DD – not a D or an E but a DD, there is a difference people. 12DD seems to be in this weird twilight zone of bra sizes – too ‘big’ (as in DD) for standard bras, but too ‘small’ (as in 12) for the fuller cup bras. I was just at Target today and after trying on over ten bras, could not find one that fit comfartably, or that did not make my boobs too pointy or send them in opposing directions (what the?).
The best bras I have found are form the Annalise range ot Bras n Things. They average around $55 – but can often be found on sale on the website. The only problem with the Annalise bras is that they are all very pretty and lacy and multi-coloured – not great as a t-shirt bra. I have a couple of Bendon bras but find them quite expensive without being much better quality than other bras.
By the way, I liked the Target add. No add will ever offer a complete representation that will please everyone, but I would much prefer to look at those women than a super-skinny model. The add was enough to get me in there today trying on bras!
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Pleasure State bras are the best bras I have ever used…expensive but so worth it. Pretty, comfortable, lots of support and all round fabulous. Even better than my Fayreforms which I loved.
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Pleasure state – balconette style. I’m a 12DD too and sice finding these bras I have never looked back. Trinny and Susana said it
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12G here. And no … the Dita range don’t suit. Freya is a wonderful range, but expect to pay, and expect to only find it in a few bricks’n'mortar stores in Australia.
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A bit off topic but I saw this ad whilst watching TV with my husband. What I loved was that he could see the concept of the “every day bra” and it shows that I’m not the only female who wears those basic plain bras as opposed to the lacy, fancy ones that he buys me all of the time and wonders why I don’t wear them everyday…
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Ha, that’s a great point!
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Agree wholeheartedly! Some of the comments above denounced the product for reasons of “ugleeeeeeeeeee”ness. But I think Target has been clever here. all women have everyday bras. And everyday undies. Often the two don’t match! But this ad tells us that it’s OK. we don’t have to be sex godesses all the time!
I say it’s a positive ad for women.
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As someone with big boobs, the bras don’t look quite as supportive as they say they are, but at $15, they’re good value and I’m sure they’ll sell a motzah (especially to smaller-busted women).
As for the ad, I agree that it shows a little more body diversity and doesn’t pretend that its customers are all size 6-10 for a change. But I’d like to see Victoria’s Secret (or the like) do something this!
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I love the Target ad it’s just normal women with normal bodies – I love Mama Mia but I’ve been a bit troubled by the double standards of the stories lately of women being overly concerned about their bodies returning to ‘normal’ post babies, the article about when your body doesn’t bounce back (does it matter? it had a baby inside it so it’s going to look different) and one about someone who’s embracing their curves when they’re clearly only a size 10 max! OK so women worry about their bodies but lets just go in one consistent direction here – women in real life are bigger than in magazine, and yes magazines only really use skinny women so encourage them to use bigger models or stop buying them! But don’t then display someone saying they’re curvy when they’re tiny and have only put on a few pounds I’m pretty sure the average size Australian women is a size 16 – so this really isn’t going to resonate with many women. And do we need to see the damage post baby bodies have endured? I’ve got the scars of 2 c-sections, breast feeding and a sagging tummy to prove I’ve had kids but I love my body – it’s not what it used to be but I want to spend my time with my kids, not exercising excessively or starving myself. We want women to be healthy so lets encourage them to look after themselves nutritionally so they can breast feed (or not) and set positive examples to our children (I have two girls so I know body image is going to be big one). The world is all too superficial so lets embrace the portrayal of normal women and not give ourselves or other women a hard time about their bodies.
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Hey Love, Love, Love,
I hear what you’re saying in terms of wanting a consistent message but the truth for many of us is that body image and how we feel about ourselves and the media is a constantly shifting thing.
We’re all trying to navigate the path as best we can…including us!
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Just in reply to Love Love Love…just because a woman has kids, doesn’t mean she has to stop wanting to exercise and make time for herself. At least I know this to be true for me.
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For crying out loud, this is a wonderful ad. A step in the right direction. Yes, it doesn’t represent all ethnicities, yes, it doesn’t represent ‘skinny’ girls with large breasts but just be happy that IT’S A STEP IN THE RIGHT DIERECTION. You don’t have to shop there if you find the quality substandard. Recognize the ad addresses the issues ‘some’ women face with bras and that they aren’t using perfect models.
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Exactly! They can’t be all things to all people all the time!
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If we are only stepping in the right direction for one group of people, then that isn’t really diversity, is it???
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Love it! If there were a couple of non-caucasion women in there I would love it even more. If only I wasn’t a 12F breastfeeding mama….
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Many years ago I worked on the Triumph advertising account. In our mag ads we used the bodies of the German trade models and put prettier Australian heads on them. I remember thinking, ‘this isn’t right,’ but was too young and keen to keep my job to say anything. I also remember thinking, ‘If that bra goes up to a 18E why show a 10D girl wearing it?’ I reckon these ads are a leap in the right direction. Good on you, Target.
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that everyday bra would be no good for me
I can tell just by looking at it it’s not high cut enough at the top
good that they aren’t using stick thin models to promote them though
good work target
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Just what I was thinking. I am a 10dd who has breastfed two children. I would just fall out over the top. Why is it so hard to find bras that are cut high?? Grrr
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I must say, I love a good t-shirt bra. $15 is a bargain. I wonder if they’re any good???? Anyone bought one?
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I have a lingerie addiction, and Target bras are generally good value for money. They won’t last as long as my other branded bras, sure, but I get my $15-30 worth of wear out of them.
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I love $15 bras too Bec and Target ones are pretty good! Only up to about a DD cup though, once I got properly measured and told I was a 12E, there were no $15 bras available for me!
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I love Target bras, as they are the only ‘budget’ store that carries 10D (though not in every style, for sure!) at a good price.
I also generally appreciate most of Target’s advertising (unlike some other chain and supermarket stores I can think of!), although it would be nice to identify with a smaller framed person who isn’t necessarily a catwalk model (some of us are only 5 foot and actually have boobs and cellulite!) but as you say, it is a step in the right direction and you certainly can’t represent everyone all of the time.
Well done, Target, as well for not parading around the ‘look how good we are for using ‘everyday’ women’ mantra. They just did it, no fuss.
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I actually don’t like these ads. Firstly, the bras are uuuugly. Secondly, there’s no one in there that looks anything like my body type or the body type of my friends and because of that I actually thought that it was a range of bras for curvy women only. And then I was irritated because I couldn’t understand why they wouldn’t design nice bras for ladies with big boobs – why should they be stuck with “everyday” bras?!
I think they’re on the right track but it’s not really what I would call diverse…
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Now see, I love plain “everyday” bras and don’t think they need to be all pretty or whatever! They are also advertising their Dita Von Teese bras too. Whenever I’ve looked in Target they’ve always had a range of little sizes to big sizes, lacy, frilly, plain, sports, everything. They can’t be all things to all people, and I don’t think they’re trying to be or should be trying to be.
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That’s kind of what I mean though – in store they do have a big range but the ad does make it look like the range is for curvier women only (I haven’t seen the one with the skinnier girl that someone mentioned below – but the other one is on all the time). I like what they are trying to do and I think the women are gorgeous but my honest reaction was that the bra was for curvier women only and that they’re stuck with beige and white.
ps Thanks for the heads up on the Dita Von Teese range – are they nice??
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The DVT ones aren’t really my style!
I think maybe it’s the attitude of the ads, as opposed to say Bras and Things or like Victoria’s secret where it’s all about pretty, frills, lace, whatever? It’s what Target does best – cheap and cheerful and plain.
And yeah that was me – there’s one with a chick getting all excited about having cleavage.
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i have the leopard print bra and undies from DVT’s range and i love them! they fit me so well.
They’re not for everybody though
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This is really exciting and I am very proud of Target for listening to what we want! And I’m hoping that people vote with their wallets and support this.
I would be happier if not all of the women were white though (although one does look Greek/Italian which is a start), because it’s a bit misleading. “Australian women” do come in different colours too!
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My thoughts exactly, as an Australian woman of African origin all this diversity talk doesn’t resonate with me. As someone who is slim I am told that I am lucky to have this body type, and sometimes I feel like hitting back with you are lucky you are white/European origin, but I bite my tounge. However, it has gotten to the point where I buy from US and UK sites as because people like me come in smaller numbers, we don’t have a right to be represented in Australian media. So if that is the case, you don’t get my money if I can get it from somewhere that actually acknowledges my existence!!!!
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Well done Target, it’s such a step in the right direction. I love seeing the boobs that aren’t perky, the rounded tummies and minimal make-up.
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But the bras are so dowdy! (Yes, I know that’s superficial
)
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Get the Dita Von Teese ones there then!
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I may have gone at the weekend to buy them….none were in my size though! A combination of ‘first world problems’ and ‘THE WORST THING EVER!’, I think.
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Bugger!
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The quest continues…
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And crappy quality. Buy online from the UK or US and you’ll get great quality, sexy, comfortable bra’s in a proper array of sizes for less than the cost of most shitty Target bra’s.
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I am living in the US at the moment and despite the plethora of department stores (and US Target), I cannot find a bra that fits in that price range that even compares to the bras I have had from Target Australia.
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I find that hard to believe. I visit the US yearly, and do most of my bra shopping there, as the range is about a million times better. I wouldn’t bother with US Target though. You can buy fantastic quality bra’s that would cost over $100 in Oz for $30-$35 over there, so why shop at Target?
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You don’t need an apostrophe after bra to make it plural.
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What are some of these amazing american brands? Other than the obvious VS of course..
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I dont know of any other than VS personally, BUT i only ever buy VS bras now. They are streets ahead in quality and price compared to what I have found in Aus.
Thats just my experience, and admittedly im a pretty standard size 10D
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Not just American brands. Everything’s cheaper in the US. So Freya, Panache, Fayreform, Simone Perele etc. Last time I was in the US I picked up 5 Freya Deco bra’s on sale for less than $100. Just one of those bras retails for about $90 here.
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I shop at Target because I don’t want to spend US$35 on a bra. Especially when you have to buy several at a time and I am on a student budget.
Notice that I said ‘in that price range’. We are talking about $15 bras here.
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Most bras at Target in Oz cost $30+, and those that don’t are flimsy pieces of crap (I love how they actually use the word supportive in that ad, when you can clearly see they are anything but).
You said you missed shopping at Target here, so I just assumed you were happy with their prices, and that you would be willing to pay what you pay for a Target bra in Australia for a much better bra in the US.
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I find that I have brands that fit no worries and others that just don’t. I wish I could find bras at Target that were in the fit no worries category rather than having to get pricey ones. I’m living in hope that when I finish breastfeeding I’ll shrink and open the market up a bit!
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I’m always on the lookout for a ‘dowdy’ bra. Lol. I wear an 18H and it seems ALL the bras in my size are always either 1950′s granny-like or smothered in lace. The bras in this ad are exactly what I’ve been looking for… Smooth and fuss-free. I’ll be going in to have a look on the weekend, but I doubt very much they’ll stock my size.
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Try Panache for smooth t-shirt bras in larger cup sizes
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Thanks for the tip – I hate lace and stuff too!
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