The style icon is tackling lingerie’s biggest problem: that 80% of women are wearing the wrong bra size.
Gok Wan is doing what he does best: giving women permission to feel fabulous in their own skin. But this time, he’s going beyond the styling tips to tackle one of fashion’s most quietly damaging problems. The TV presenter, author and trusted style expert has teamed up with Pour Moi to launch Designed to Fit, a campaign aimed squarely at the staggering statistic that an estimated 80% of women are wearing the wrong bra size.
More than numbers
This isn’t just about tape measures and sizing charts. For Gok, fit is visceral—it’s about whether you feel comfortable, confident and entirely yourself the moment you slip something on. “Fit has always been about so much more than numbers or measurements,” he says. “Pour Moi are obsessed with fit, and they don’t just care about it, but they want to get it right for every one of their customers. And that’s why I love working with them.”
The partnership isn’t new—Gok and Pour Moi share a genuine passion for making people feel incredible, whatever their age, size or shape. This time, they’re channelling that energy into education, aiming to empower women to understand their bodies and make choices that actually work. It’s about dismantling the misconceptions and frustrations that come with lingerie and swimwear shopping, categories where fit can make or break how you feel all day long.
Fit for every body
Nicola Cosens, Chief Marketing Officer at Pour Moi, says the collaboration is a natural one. “Our shared experience and obsession with finding the best fit for each unique body and occasion is unrivalled. He is an absolute joy to work with—and has a fabulous taste in not only bras, but also music!”
Pour Moi champions inclusivity with sizing from A to J cup, and the brand offers virtual bra fittings with specialists on hand to guide you through the process. The campaign collection is designed with every body in mind, ensuring comfort and support go hand in hand with looking and feeling fabulous.
Ready to find your perfect fit? Explore the full Designed to Fit campaign and discover what works for you.
