Bravissimo shows how inclusion should feel

Over the past few weeks, the conversation about who gets access to bra fittings has been noisy and confusing. In the middle of it, Amelia’s Angels reached out to a number of high street retailers who provide the service, to ask for clarification among the chaos.

Bravissimo have offered something rare and valuable: a clear, public commitment to making fittings welcoming, safe and affirming for everyone.

Bravissimo’s Diversity and Inclusion Fittings page outlines practical steps that show ‘inclusion‘ is more than just a buzzword for them:

• Everyone is welcome: Bravissimo have stated that they provide inclusive and welcoming fitting experiences no matter your identity and whatever your specific needs. Bravissimo positions itself as a company that ensures a safe and uplifting space for all customers.
• Teams are trained for inclusion: In their correspondence with Amelia’s Angels (see screenshots below), Bravissimo indicated that they provide training allowing a fully inclusive experience whether a customer is trans, non-binary or gender non-conforming as well as neuro-diverse customers and those with a physical impairment. This information is also on their website.
• You choose the experience that feels right: Bravissimo understands that each customer requirement is different and so provides options that are inclusive and safe for all. This includes; quieter appointment times, a separate fitting room, out‑of‑hours fittings, virtual fittings, booking with a fitter you’re comfortable with and access to larger or ground floor rooms where available.
• Privacy by design: Most stores use doors rather than curtains for greater privacy.
• Personalised service: The goal is that you leave feeling supported and uplifted.

As their website says:

Our correspondence with Bravissimo’s press office.

For trans women and girls, a bra fitting isn’t just a practical task – it can be a milestone in self confidence and comfort.

Knowing you’ll be treated with dignity, listened to, and given options that respect your needs makes all the difference.

Bravissimo’s have clearly shown how they have the right approach to meeting the needs of their customers by providing clear policy, trained people and a flexible, humane practice.

• Ann Summers has publicly affirmed that its fitting services and dressing rooms are open to anyone consistent with their gender identity. That’s encouraging to see.
• Marks & Spencer has told outlets that their fitting policy hasn’t changed and remains inclusive. We’ve asked for a direct, public statement that customers can rely on.

However, what Amelia’s Angels would like to see, is more clarity, with brands stating clearly on their website what their policies on inclusion are. This allows customers to feel confident even before their shopping experience begins and helps them when walking through the door of a shop.

However, there are other steps to help make your experience the positive one it should be:

• Book ahead: if you can and note any needs (quieter time, specific fitter, private room).
• Bring a friend: if that helps you feel safe and grounded.
• Use your words: It’s okay to say what you’re comfortable with – trying on, being measured, or preferring a visual fit.
• Pause if you need to: You’re allowed a breather; a good fitter will make space for that.

Thank you, Bravissimo. This is the tone the high street should be setting. Providing clear policy, giving practical options and making sure staff are trained to meet people where they are.

If you’re thinking about booking, you can start with Bravissimo’s Inclusive Fittings information here: bravissimo.com/diversity-and-inclusion.

To other retailers we gently ask: please publish a short, accessible inclusive fittings page for customers and provide training for your teams. This isn’t just the right thing to do – it’s good customer service.