The Bra Project

The Bra Project 4

Globally, over 80% of women are wearing the wrong size bra due to current limitations in shape and size and fitting methods. This is more notably an issue for women who have experienced cancer and undergone reconstructive surgery, who not only have an issue with fit but rely on bras to increase confidence and symmetry. Sisters Xuxu and Aida Amoozegar-Montero are both PhD students at Te Herenga Waka—Victoria University of Wellington. With Xuxu’s research into Design Innovation and Aida’s research into the experiences of women post-reconstructive surgery, the pair have collaborated to develop a new bra measuring and design system.

To more accurately measure bra fit, Xuxu and Aida are using 3D knit technology to capture the unique and individual measurements of women’s breasts. Through an app, 12 data points are captured instead of the current two (bust girth and cup size), and the measurements are used to create a custom bra.

Features and benefits


3D knit technology is used all over the world, meaning that the system can be easily applied and at an affordable cost for the customer.

Ease of use

The technology is a simple system for people to take their own measurements at home. Data is simply inputted and then a custom bra is created.

Increase confidence

Women who have undergone reconstructive surgery struggle to find bras with the right aesthetic, support and comfort.This system has been designed to provide a better fit for every individual and custom made to suit style preferences.

Next steps

Research shows that there is a huge gap in the market for bras for women who have undergone reconstructive surgery. Sizes and designs are limited, but this technology developed by Xuxu and Aida supports a change in the way women are measured and bras are designed and manufactured.

Both Xuxu and Aida have gone through the KiwiNet Emerging Innovator Programme, where they gained critical entrepreneurial skills and grew their networks. Together with the wider Bra Project team and through support from Wellington UniVentures, the sisters have secured additional KiwiNet to prepare to launch their new business.

With a working prototype in place, the team is undertaking user testing and putting the finishing touches on the back-end system that will sit behind customers' bra shopping experience. The team is preparing to launch and will be seeking investor engagement in mid-2024. For more information, please contact the Senior Commercialisation Manager below. 


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