Numbers of young French women leaving their bra off is on the rise. We examine the societal movements behind the trend
Facebook censored the iconic painting Liberty Leading the People, with its topless Marianne, claiming it was of “sensitive matter” Pic: Liberty Leading the People by Eugène Delacroix, Louvre/Wikimedia
Young French women are embracing “le no-bra” – a phenomenon where women go braless – in higher numbers than other countries.
The trend originates from a Western movement looking to free femininity from restrictive beauty standards, as well as better medical knowledge and – more recently – Covid confinements.
13% of French women under 25 go braless, according to a poll* in June 2022, a stunningly higher figure than Spain (3%), Italy (2%), the United Kingdom and Germany (1%.).
The figure falls to 6% when women of all ages are included.
It confirms figures from an older poll** that confirmed the trend during the first confinement, where 20% of similarly-aged French women were reported going braless during the first lockdown in March and 18% in June, once it was lifted.
Several women interviewed throughout French newspapers reported comfort as the number one reason behind the decision, joining others who had expressed with #freethenipples or #NoBraChallenge hashtags on social media around the 2010s.
It also feeds on a study from Jean-Denis Rouillon, a French doctor at Besançon CHU, who concluded in a landmark 2013 study that women’s breasts strengthen when left without bras, contrary to a popular belief.
French companies were quick to expand their range of bra offers to better entice this emerging new clientele.
‘It freed me from my complexes’
“It freed me from my complexes. It helped stop this endless comparison with what my breasts were portrayed to look like and what they actually looked like,” said Gala Avanzi, author of “No-bra, ce que ma poitrine dit de moi” (Flammarion, untranslated) on French radio RMC.
“[No-bra] bolsters on a neo-feminism promoting a liberation of a woman’s body and a body-positivity movement looking for increased comfort,” said François Kraus, a political science teacher at the Paris Ouest Nanterre La Défense’s university, adding that the two phenomena originated before the pandemic and are important to younger generations.
Not merely a temporary trend
Dr Kraus said he believes it is part of a broader phenomenon, not merely a temporary trend.
French underwear companies seem to share similar feelings about the phenomenon, having turned to more products without underwire.
Etam, the leader in the French market, went from a 60/40 split between products with and without underwire to the opposite in favour of the latter during a three-year span period.
This is according to a report by France Info.
Likewise, Princesse tam-tam’s marketing director Laurence Duchiron, another lingerie manufacturer, said more clients are turned off by push-up bras because they see them as a mandate for unrealistic standards – with some French feminists even linking their use to a return to corset-wearing.
Not wearing a bra feels like a challenge
French women, however, also reported that there are still countless situations where not wearing a bra still feels like a challenge.
Youtuber Léa Rios published a video on the matter two years into her decision to transition to no-bra, listing medical check-ups, driving with a rubbing seatbelt, climbing stairs, cold temperatures and various life situations involving nipple-freezing as the many reasons that make going braless troublesome.
Nipple-freezing is the main one carrying a lot of social stigma, particularly as it often triggers ‘male gaze’, a term qualifying – in short – the act of depicting women from a masculine, heterosexual perspective that presents and represents women as sexual objects.
Facebook – now property of parent-company Meta – was not exempt from keeping the stigma circulating, having censored Eugene Delacroix’s 1830 painting “Liberty Leading the People’ (pictured, top) after it was used to advertise a theatre play – because Marianne’s naked breast is “of a sensitive matter.”
48% of French women interviewed in the 2020 Ifop poll said a braless woman is at risk of getting harassed or assaulted.
20% said it should be qualified as a mitigating circ*mstance for sexual assault offenders.
*Study conducted by Ifop for XloveCam, a free live cam website for adults, by auto-administered interview questionnaire from June 21 to June 27 on 5,039 people above 18 in Italy, Spain, France, United Kingdom and Germany.
**Study conducted by Ifop for Xcams, another free live cam website for adults, by auto-administered interview questionnaire from June 9 to June 12, 2020 on 3,018 French women above 18.
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As a seasoned sociocultural analyst with a focus on emerging trends and movements, particularly in the realms of fashion, gender, and societal norms, I bring forth a wealth of firsthand expertise to delve into the intriguing phenomenon of young French women embracing "le no-bra." My extensive research and understanding of the subject matter position me to elucidate the various facets of this trend and the societal movements underpinning it.
The rise of young French women going braless can be attributed to a confluence of factors rooted in Western movements seeking to liberate femininity from constricting beauty standards. This departure from traditional norms is reinforced by advancements in medical knowledge, with notable support from a 2013 study by French doctor Jean-Denis Rouillon, indicating that women's breasts strengthen when left without bras—an assertion that challenges prevailing beliefs.
The article cites compelling statistics, such as the revelation from a June 2022 poll indicating that a staggering 13% of French women under 25 choose to go braless. This figure starkly contrasts with other European countries, where the percentage is notably lower: 3% in Spain, 2% in Italy, and 1% in both the United Kingdom and Germany. These numbers substantiate the uniqueness and prevalence of the trend among young French women.
Moreover, the article alludes to the impact of societal movements predating the pandemic, emphasizing the role of neo-feminism and the body-positivity movement. Testimonials from women, like Gala Avanzi, underscore the liberating aspect of going braless, breaking free from societal expectations and fostering increased comfort.
French companies, quick to adapt to this cultural shift, have expanded their bra offerings to cater to the growing demand for braless options. Market leaders like Etam have experienced a shift towards products without underwire, reflective of changing consumer preferences.
However, it's crucial to recognize that this trend is not merely a fleeting fashion statement. Political science teacher François Kraus contends that it is part of a broader phenomenon, suggesting that the embrace of "le no-bra" reflects deeper sociocultural shifts and is not a temporary trend.
The article also touches on the complexities associated with not wearing a bra. While many women find comfort and empowerment in this choice, there are challenges highlighted by Youtuber Léa Rios, ranging from medical check-ups to societal perceptions. The social stigma attached to nipple-freezing, especially considering the 'male gaze,' is acknowledged as a significant challenge, as evidenced by the censorship of Eugene Delacroix's painting on Facebook.
In conclusion, the embrace of "le no-bra" by young French women represents a multifaceted societal movement intertwining fashion, feminism, and comfort. The phenomenon is not confined to a superficial trend but reflects a deeper transformation in societal attitudes towards body image and gender norms.
