From Bella Hadid to Hailey Bieber: The rise of the braless trend

Sheer outfits and low-cut necklines as seen on Bella Hadid and Hailey Bieber have rendered the traditional bra outdated – and this is the multimillion-dollar Australian product replacing it.

The traditional bra is out of style, with sexy backless, plunging, and cut-out fashion leaving the undergarment “outdated”.
From the runways of Valentino and Ludovic De Saint-Sernin in Paris, to going-out dressing, fashion is embracing the braless look.
The natural silhouette has been sported by supermodels Bella Hadid and Cara Delevingne, as well as actor Florence Pugh – who turned heads as she exposed her nipples in a hot pink sheer Valentino gown during Paris haute couture week.
The popularity of low-cut necklines, blazers worn with nothing underneath, or simply a braless silhouette under a tee, mean the constricting undergarment is becoming outdated.

A braless Bella Hadid walks the runway during the Ludovic De Saint-Sernin show in Paris. Picture: Getty Images

A sheer mini moment from Bella Hadid on the runway for Coperni in Paris. Picture: Getty Images

No bra, no worries! Picture: Getty Images

TAPE IS THE ‘NEW BRA’

Leading the bra-free charge is multimillion-dollar Australian empire, Booby Tape – the world’s first “breast lift tape”, which holds the No. 1 market share globally (the brand counts mega-retailers Nordstrom and Revolve among its stockists).

“The bra, in the traditional sense, has become outdated as a result of ever-changing fashion trends,” Booby Tape co-founder Bianca Roccisano said, speaking from the US.

“As fashion has evolved, so has the usage of undergarments. Fashion is becoming more risque,” Ms Roccisano said.

Florence Pugh in the sheer Valentino dress that cause a stir. Picture: Getty Images

A bra-free Cara Delevingne. Picture: Getty Images

Emily Ratajkowski in a structured corset that required no bra. Picture: Getty Images

Hailey Bieber, right, at the Met Gala with Justin Bieber. Picture: Getty Images

“The demand is huge. The bra is done because fashion is evolving – girls want to wear backless, plunging, off the shoulder, and they don’t want to wear a bra.”

“It’s like customising how you want your boobs to look. A bra only has one option in terms of the shape, and padded bras add volume – tape is like an invisible bra.”

The US is the number 1 market for Booby Tape, overtaking sales in Australia.
“I am in Las Vegas at the moment, and I don’t have a bra with me – I have tape and nipple covers,” Ms Roccisano said.

Celebrity stylist Lana Wilkinson said the rise of the bra-free look was a hangover of Covid lockdowns.

“Many of us got used to going braless or rocking minimalist bras regularly during quarantine,” Ms Wilkinson said.

“Women want to be in control of their bodies and owning how they look. Gen Z is very much driving this new found freedom.”

Booby Tape is a multimillion dollar Australian empire.

Dua Lipa wearing nipple covers from Booby Tape. Supplied

A Booby Tape-clad Sophie Monk.

She said the current trends of backless dresses, cut-outs, sheer blouses and spaghetti strap tops and dresses – as well as blazers won with nothing underneath – looked “better with no bra”.

“For those of us that have worn bras since we were teenagers, perhaps have a larger bustline and have always had support, taking this leap and not having “structure” may feel weird at first.

“My styling tip is to invest in breast tape, cups and nipple covers.

“Guaranteed to give you the braless look but without letting it all go south.”

The braless trend made headlines this week when Ms Pugh, 26, wore a sheer Valentino dress to the brand’s couture show in Italy – and was brutally trolled for showing off her nipple, which she did as a symbol of female empowerment.

“Listen, I knew when I wore that incredible Valentino dress that there was no way there wouldn’t be a commentary on it,” Ms Pugh said in a statement on Instagram.

“It isn’t the first time and certainly won’t be the last time a woman will hear what’s wrong with her body by a crowd of strangers, what’s worrying is just how vulgar some of you men can be.

“Thankfully, I’ve come to terms with the intricacies of my body that make me, me.

“I’m happy with all of the ‘flaws’ that I couldn’t bear to look at when I was 14.”

Originally published as From Bella Hadid to Hailey Bieber: The rise of the braless trend