Cups and curves, shapes and sizes, facts and mystique.
It is tediously mundane to say it but sometimes size does matter. At least when you live in Padua where last week, the Lovable lingerie chain ran a discount offer, based on bra cup size.

The bigger the cup, the bigger the discount

The bigger the cup, the bigger the discount

Claiming to celebrate ‘curves’, while the fashion debate on plus size versus size zero rages on and American Vogue comes out with a “The Best Lingerie Comes in All Sizes” campaign, it proved a calculated stunt.

“All is Number” Pythagoras said. And even though Pythagorean thought was largely dominated by mathematics, it was also deeply mystical.
Like our bra size.
Cup sizes are not the same across bra bands. So it is possible to find bras with the same cup volume but on different length bands. The rule, called sister sizing, is simple: go down a band and up a cup. Thus, a 34D equals a 32DD or E, a 34G equals a 32GG etc.
The importance of wearing the right size bra has to do with beauty (avoiding back bacon aka muffin tops along the bra straps), health (wearing a tight fitted bra can cut off lymph drainage hindering your body to excrete toxins) and comfort.
Most underwear and lingerie brands do not advocate sister sizing. Instead they stick to the old measuring of bust and underbust. So let us hope Paduan ladies heard of Bust4Justice’s brainchild, ‘War on Plus Four’ (the adding of 4 inches to the underbust measure) and were made aware of sister sizing.

Now bras and breast and cup discounts are one thing, boobs and science are another. Or?


Lara Tait, archeologist and web marketer created a blog, “Tette per la Scienza” with the slogan «Dove non può la Ragione, possono le Puppe». You don’t need to master Italian to understand. But still: freely translated: “Boobs for Science. Where reason fails, babes might succeed”.
Ms. Tait’s idea is to show pictures of mostly boobs, accompanied by short hand-written scientific fun-fact messages. To then make it all credible – she is after all a degree holder – she adds a more lengthy explanation, provided with links to related scientific studies.

In short, page 3 with a message.

Let us not grace ‘Tette per la Scienza’ with the clichés on feminism or the random use of the female body to promote goods and ideas. After all this is not science but slogan packed pseudo reverse nerdiness – breast weight exceeding IQ – nor are these women but rather repetitive pictures of headless carriers of cleavage.

Ms. Tait sees herself as a debunker, a ‘demistificatore’. So far however, she has exposed little falseness but much hollowness.

Surely there are better ways to titillate our curiosity?