TV presenter and style expert Gok Wan is tackling a persistent issue in the fashion industry with the launch of a new campaign. Announced on Tuesday, the project, titled “Designed to Fit,” aims to address the fact that an estimated 80% of women wear the wrong bra size. The initiative is a collaboration between Wan and the lingerie brand Pour Moi, bringing together a focus on body confidence with technical expertise in garment sizing.
The core of the campaign is educational. Wan, who has built a career on helping women feel comfortable in their skin, is using his platform to highlight the disconnect between body measurements and the reality of how clothes fit. The brand notes that this sizing issue affects a vast majority of the female population, creating a barrier to confidence that goes beyond simple aesthetics.
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Nicola Cosens, the chief marketing officer at Pour Moi, described the collaboration as natural. She noted that the team shares a genuine passion to help people feel incredible. Cosens added that the shared experience of finding the best fit for each unique body and occasion is unrivalled. She also mentioned that working with Wan is an absolute joy, citing his “fabulous taste in not only bras, but also music.”
While the technical problem of ill-fitting garments is real, the campaign emphasizes the emotional impact. Wan argued that fit is not just about numbers or measurements. He stated that it is about how a woman feels when she puts something on, specifically whether she feels comfortable, confident, and completely herself. The goal is to empower women to understand their bodies and make choices that work for them, regardless of age, size, or shape.
Wan explained that he chose to work with the brand because they do not just care about fit; they want to get it right for every one of their customers. He expressed a desire for women to feel empowered to understand their bodies. The campaign seeks to challenge the misconceptions and frustrations women face when it comes to lingerie and swimwear selection. By focusing on proper fit, the initiative aims to help women feel the difference when they wear clothes that actually suit them.
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Even with a clear goal to improve body confidence, the lingerie market faces structural challenges. The industry relies heavily on standard sizing charts that were not designed to accommodate the diversity of modern body shapes. As a result, many consumers are forced to rely on guesswork when shopping for intimates. This often leads to returns and exchanges, creating a cycle of frustration for shoppers and inefficiency for retailers. The “Designed to Fit” campaign attempts to disrupt this standard approach by prioritizing individual measurement and fit over rigid category labels.
Wan believes that empowerment starts with knowledge. He encourages women to visit fitting rooms and try on different styles to see what truly works. This hands-on approach helps break down the fear often associated with finding the perfect bra. The campaign serves as a reminder that style is a personal journey, and the right support can make all the difference in daily life.
