Being a lingerie blogger is as fun as it sounds. Not only do I get to obsess over cutesie frilly lacey silky smalls – or in my case larges! But I am also privileged to be friends with some of the most amazing crazy women on the planet! The other day I got to combine those amazing aspects in the shape of an Eveden press event (blog post to come soon) followed by a cheery store visit and fitting challenge with fellow busty buddies Cheryl and Becky. The store we had in mind was Boux Avenue. Marks and Spencers were, as ever, fully booked with poor women who were getting terrible fittings, and Rigby and Peller could barely be bothered to acknowledge us, let alone go to the trouble of fitting us. So Boux it was!
For those who don’t know anything about the brand…you are in a very similar position to me up until a few days ago! Click here to learn a little more about them.

The Boux Avenue that we visited was in Westfields and has replaced the La Senza that closed down. I must admit that when I walked into the store I was in awe. It had a similar layout to La Senza but it felt like there was so much more choice; drawers filled and tables strewn with underwear in every colour and style. It was fairly busy in store and yet myself, Cheryl and Becky were all able to get a changing room and a promise of a fitting straight away, ushered in by a smiling sales assistant. The changing rooms were gorgeous. Soft carpets and the options of three different lighting levels- no garish unflattering glows! All three of us were wearing bras that were not our usual sizes to make the fitting as authentic as possible. Ironically, being a generous cupped firm band creation, my hastily grabbed 38G strapless Deco fit me rather well! However, as we all know, no two bras can and will fit the same. My fitter was very friendly and pleasant and made me feel at ease. When she produced a tape measure I did flinch a little bit, however, I don’t think the use of tape measure is all that bad as long as it is only used as a starting point and not to produce sizes that are set in stone. She asked what size I had on and noted that the fit was pretty good. She then measured my under bust very tightly, telling me to stop sucking in! I started to feel hopeful – snug measuring is a good sign. I was then informed that my under bust measured 87/88cm. She produced a credit card sized card and showed me how that meant I would be a 40 band, sometimes 38. She estimated that I was more likely to be a 40FF than a 38G. Some moments later she returned with armfuls of gorgeous bras. She left as I tried them on and came back to assess the fit and explain to me how bras should fit. I was impressed by what she said and the fact that she told me rather than just fitting me. She explained that the under wire should encase me fully all the way under my armpit, but not dig in. The band should be horizontal and not too tight. I should be completely encased in the cups and that I should be able to comfortably fit two fingers under the shoulder straps. When I played dumb about why I would be a 40FF yet also a 38G she took time to tell and show me how cup and back sizes work, but not as thoroughly as I would have liked – for example she could have explained how the cup size was how much bigger the bust was in proportion to the back, hence why a larger woman with large ish breasts can still only be a D cup or so, and a small woman with large breasts can be an F cup, for example. I guess Bravissimo have spoiled me with their excellent, understanding and knowledgable fitters, but I do believe that, as with cars, bras need to be explained in full. She also told me that the central gore should lie in the centre of my breasts. Playing Devil’s Advocate I pretended I understood her and nodded, pointing to my bra, the central gore sitting in the middle…on top of my boobs! She said that was fine – and I started to get all the more worried! She brought me a lot of bras, always checking that they weren’t too tight and that I understood the fit. But then she was also telling me that in some 40 back bras I should wear the bra on the tightest hook. She didn’t explain the real reason for the three hooks and eyes on a back band – how they are necessary for when the bra gets worn in and feels looser. All the while she remained chatty and helpful which I really liked, despite the gaping holes in her fitting knowledge. I was informed that Boux Avenue made bras that went up to an H cup – then laughingly told how I would never need one of those! All I could think of were the two bras in my handbag – a 34J Freya bra that I had been fitted into hours before, and my 38HH Ewa Michalak bra. Boux Avenue bras do come up pretty snug in the band and I do accept that I was probably a 38 band in a lot of the styles, but the fact that the central gore and underwire sat ON my breast could only mean one thing – the cups were too small. I almost felt like they didn’t have much in the way of 38GG/H bras, hence why I was not given any to try on. That, or my fitter was truly convinced by the fit of the bras she deemed perfect on me.

Boux do make some amazing bras at fantastic prices, if ONLY they fully embraced the sub 34 band women and brushed up on their fitting advice. They have all the tools to be a really wonderful brand with an excellent fitting service, but putting Cheryl and Becky in such disastrous sizes is unforgivable. They are a new ish brand and I hope they do evolve to become a reputable trusted high street store. Unfortunately from what I experienced I have to conclude that they replaced La Senza not only in location, but also in terms of overall poor fitting techniques.


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