Mingqi Chen

The social and cultural values embedded in brands form the basis of consumer bonds, making consumer behavior a subconscious cultural consciousness and subtly influencing the habits of consumers. With the awaking of women’s self-awareness, they have become more concerned with the emotional value of consumption. The change from people-pleasing to self-pleasing clearly indicates modern women’s value identity. The link between feminism and bras has attracted scholarly attention. Bras are gradually breaking the inherent impression of people. Young women no longer pursue the perfect figure and wear underwire bras only. The function of bras has expanded and developed into a fashion item. The female bras have gradually transformed from a symbol of women’s oppression to a ‘second skin’ for women, and the pursuit of a comfortable experience rather than a unified ‘perfect figure’ is a new trend in bras and evidence of awakening women’s self-esteem. A mixed research method combines quantitative and qualitative components by analysing secondary literature and using questionnaires to gather primary data. This research contends that feminism positively affects women’s pursuit of a comfortable bra-wearing experience through data analysis and case study analysis.