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Women wearing the incorrect bra size are seriously damaging their breasts, claims a new study.

According to research by the University of Portsmouth women are causing great damage to their breast by wearing ill-fitting bras- due to embarrassment or ignorance.

The study claims many women are buying the wrong bras because of social stigma about certain sizes. According to researchers women do not feel comfortable buying a bra if it looks too small or too big. This is causing many to opt for ‘normal’ size bras regardless of whether they fit.

However an ill-fitting bra can cause fragile ligaments, which are irreparably, to stretch.

“Many other women are unaware that they are wearing a badly fitting bra or unknowingly wear the wrong bra size because they are routinely being sold ill-fitting bras,” adds researcher Wendy Hedger.

“Many women have strong preferences for certain styles of bra and won’t buy anything else, they won’t even look at anything that doesn’t look like the sort of bra they are used to wearing.”

Sports bras raise further issues, with many women wrongly believing that a sports bra shouldn’t do up at the back- like an everyday bra. Instead women are choosing crop bras with very little support.

Research leader Dr Joanna Scurr, a breast biomechanics expert, claims breast can move up to 21cm during exercise and they move up and down, in and out and from side to side. While most bras are designed to limit just vertical movement, sports bras are especially tailored for how breasts move when exercising. This is why it is vital women purchase a sports bra when working out or playing sports.

“Some women forget that their shape and size change and they might have to go through several changes in bra size over their lifetime especially after breastfeeding and the menopause,” adds Hedger.

Choosing the wrong bra can also cause shoulder tension, arm pain, headaches, chest and back pain. However these problems can be solved by having a professional bra fitting, helping you to find your perfect size. For more information visit: A Bra Fitting: Why Every Woman Needs One