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According to Metro, this lingerie store, Fit to bust has been slammed for body-shaming women using a sign at their entrance which lists bra sizes alongside statements like ‘almost boobs’ for A cups and 'barely there' for B cups.
The bra store sells a wide range of different lingerie, they also do measurements for women to help them determine their correct bra sizes.
However their large sizing window ad has recently been thrust into the spotlight after Twitter user @Musneyeliner took a picture of the sign, captioning it: “Is this shop trying to sell me a bra or make me hate myself?”
Their window sign asks: ‘which size are you?’ with a list of descriptions for each cup size.
According to their sizing sign, A-cups are 'almost boobs', and B-cups are 'barely there'. Those with G cup breasts are told 'get a reduction’ and the largest size, L, are labelled ‘you are having a laugh’ with cup size F written 'fake' and 'enormous' for E.
The bra sizes that are not mocked and have more positive descriptions are C cups which are rated as 'can’t complain,' while D is given 'delicious' and DD labelled as “double delicious'.
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The Tweet went viral and left many women outraged calling the ad “misogynistic” and “insulting”. Some women were more concerned about how long the store had the sign at their entrance with no backlash.
"How did they get away with it for so long," asked one woman.
That’s an excellent question. I’m pretty sure the answer is ‘internalized misogyny’.
— Violet Byrne (@TheVioletByrne) February 28, 2019
Right, like, I remember seeing a photo of this exact same shop's window 7 years ago. Why is it still happening???
— Sweet Nothings (@SweetNothingNYC) February 28, 2019
Other women highlighted the negative impact this might have on customers, noting how uncomfortable they would feel if they went to the store for sizing.
READ MORE: 4 inclusive SA lingerie brands to opt for in light of Victoria's Secret fat and transphobic comments
A) About turn, you're not wanted here. B) Be gone, we hate everyone with breasts. C) Can't you SEE? We make fun of all breast sizes! D) Do ya really want to come in here? etc.
— Ruth Crilly (@modelrecommends) February 27, 2019
I can't believe Harrogate for all its poshness has a misogynistic shop like this. How dare you shame women! And if you don't have the sensibility and sensitivity it requires to run a lingerie store, you have no business doing it.
— hell yeah (@CherryColaZing) March 1, 2019
Other Twitter users said the sign was unwelcoming and they wouldn't visit the store.
"Get a reduction' ....erm no! I'll take my G cups elsewhere. The only reduction they need to worry about is in their sales. ridiculous," one fumed.
While another said "there’s no way on earth me and my “go get a reduction” chest would enter those doors.”
One Twitter user commented on how badly this ad would’ve affected her self-esteem as a teenager: “that’s horrendous! I would have really taken that to heart as a teen," she wrote.
"Appalling. How traumatic for young girls who hit puberty early, like I did, who are struggling to come to terms with their changing bodies, who are being sexualised due to their changing bodies,” tweeted @emceebeere.
Insulting people you’re trying to sell something to is an interesting tactic. I wouldn’t darken their doorstep. https://t.co/lR7XwlMXTJ
— Mx. Amadi (@amaditalks) February 27, 2019
Breast size insecurities are a real issue according to a study conducted by Anglia Ruskin University - that says a majority of their 348 participants were dissatisfied with their breasts.
Their findings revealed that 31 percent of the women participants wanted smaller breasts and 44 percent wanted bigger ones.
The study was highlighting how women’s dissatisfaction with their breasts can lead them to avoiding breast self-examination, something necessary to detect early signs of breast cancer.
An ex-professional bra fitter also weighed in on the situation saying a woman needs to walk out of the store feeling self-assured after being measured.
"It's really offensive. I was a bra fitter and the whole point is that women leave the shop feeling positive about themselves, not negative before they've even got through the door."
READ MORE: "My family body shames me during the festive season but it hurts less now when they call me sdudla"
You should feel safe and respected in a lingerie shop. If you feel judged, please leave. There are other respectable shops that will take care of you and help you find what you truly need or point you in a direction to find what you need if they do not have it.
— Amanda Lawson (@MandaMLawson) March 1, 2019
@deminicolem said: "wow. This has actually made my stomach turn. The way they dart between hyper-sexualising and full on body shaming is just gross."
The owner of the store Margaret Jack says the sign has been up for ten years and in all that time they had little negative comments.
“'I'm upset at the thought anyone is upset by it. I certainly need to reflect on what they are saying. Women's self-esteem is top of my list,” she told The Sun.
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