Bravissimo

Situated on Margaret Street, a short walk from the hustle of Oxford Circus, Bravissimo presents itself not merely as a clothing store, but as a specialist destination. Its core mission, established since its founding in 1995, is to cater specifically to women who wear a D cup or larger, a segment of the market historically underserved by mainstream retailers. This sharp focus is the establishment's greatest strength and, simultaneously, its most significant limitation. For its target audience, it offers a level of understanding and product selection that is difficult to find elsewhere; for those outside this size range, it offers little. The store operates seven days a week, with convenient late-night hours until 8:00 PM on weekdays and Saturdays, accommodating shoppers after typical work hours.

The Celebrated Fitting Experience

The standout feature of the Margaret Street store, consistently lauded in customer feedback, is its personalised bra fitting service. This isn't the cursory tape-measure check offered by many department stores; Bravissimo's fitters are trained to fit by eye, a method that considers the three-dimensional shape and volume of the bust rather than just simple measurements. This expertise creates a profoundly positive and often transformative experience for customers, many of whom, like one reviewer, realise they have been wearing the incorrect bra size for decades. Testimonials frequently mention discovering they are an FF or G cup, after years of struggling with ill-fitting DD bras from other shops.

The staff are consistently described as patient, knowledgeable, and adept at creating a comfortable, 'down to earth' atmosphere. Fitters like Maddy, Luna, and Meral are named personally in reviews for their exceptional service, making customers feel at ease even if they are apprehensive or having their first-ever professional fitting. This supportive environment is crucial, as finding the right lingerie can be an intimate and sometimes vulnerable process. The team is praised for spending significant time with each individual—sometimes up to an hour—to explain the nuances of fit, how a bra should feel, and how it will adapt with wear. This educational approach empowers customers to make better choices for themselves in the future.

Product Selection and Style

While the fitting service is the main draw, the product range is what keeps customers returning. Bravissimo's philosophy is that support and style should not be mutually exclusive. The store provides a vast array of options that go far beyond basic, functional undergarments. The collection includes everything from everyday t-shirt bras and high-impact sports bras to intricate lace designs and sexy lingerie. Shoppers can find a variety of styles, including plunge, balcony, and full-cup bras, alongside matching knickers, thongs, and Brazilian briefs.

For those looking for something more alluring, the store stocks a curated selection of items that could be considered erotic lingerie, such as elegant suspender belts, bodysuits, and delicate babydoll nightwear. The key differentiator is that all these items are engineered with the structural needs of a larger bust in mind, incorporating features like reinforced stitching and thoughtfully shaped cups to provide genuine support without sacrificing aesthetics. The store also carries a comprehensive swimwear collection, offering the same D+ cup-sized support in bikinis and one-pieces, allowing customers to feel confident both in and out of the water.

Potential Drawbacks and Considerations

Despite the overwhelmingly positive feedback, potential customers should be aware of a few points. The most obvious is the specialist sizing. Bravissimo is unapologetically for the 'big-boobed community,' and as such, shoppers with cup sizes smaller than a D will need to look elsewhere. This is a deliberate business model, not a flaw, but it is a critical piece of information for any prospective visitor.

Secondly, the price point sits at a moderate level. While the quality and expert service justify the cost for many, the prices are higher than those found at high-street giants like Marks & Spencer. A Bravissimo bra should be seen as an investment in comfort, support, and longevity. This might not align with the budget of every shopper, but many customers feel the superior fit and confidence boost are worth the extra expense.

Finally, the store's popularity can be a double-edged sword. The renowned fitting service is in high demand, and while walk-ins are welcome, there can be a wait during peak times. The store has a comfortable lounge area for waiting, but for those on a tight schedule, it is highly advisable to call ahead and book a fitting appointment to ensure a dedicated time slot with a specialist. The store's accessibility is a plus, with a wheelchair-accessible entrance, a lift, and accessible payment terminals, ensuring a welcoming experience for all customers.

Final Assessment

Bravissimo on Margaret Street has carved out a vital niche in the London retail landscape. It operates as a sanctuary for those who have long struggled to find beautiful, well-fitting plus size lingerie and swimwear. The combination of a highly skilled and empathetic fitting team, a diverse and stylish product range, and a welcoming in-store atmosphere makes it a premier destination. While the specialist nature and moderate price point are key factors to consider, the value delivered in terms of comfort, confidence, and customer service is consistently rated as exceptional. For anyone wearing a D cup or above, it offers a shopping experience that is not just about purchasing a product, but about finding support and celebrating their shape.