Bra in the New Era: A Study from the Perspective of Feminism

Abstract

The type of underwear, known as the ‘bra’, is particularly invested with meanings of femininity, sexuality, and pleasure. There is a clear connection between bra and feminism that arouses a lot of attention in academic researches. This paper examines the latest trend of bra and young women's attitudes of buying and wearing bras taken from indepth interviews exploring people's ideology about feminism today. Bra in modern society is no longer a representative of sexual desire or an object that women feel embarrassed to discuss. By contrast, with the development of bras and the new fashion trend like the bra look coming out, female underwear eventually becomes an object on behalf of female rights and an opponent of patriarchal aesthetic. From the results of the interview, Generation Z is showing an exoteric attitude towards bra. They are demonstrating much more concern to themselves when they are choosing their bra. Health and comfort is a new style of beauty they are pursuing, and all these latest trends on the bra are evidence of the awakening of female self-awareness.