PrimaDonna, a German lingerie company geared towards women with larger cup sizes, refuses to allow employees to ignore the importance of a good bra to fuller-chested women. While female employees can rely on the lessons of personal experience, male employees could only attempt to sympathize with their female colleagues: until now.

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PrimaDonna produces larger-size lingerie for women and launches International E-Cup Day for Men.
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Male employees wear weights for a day to simulate what an E-cup bra feels like.

To address questions on his ability to design bras without understanding what it feels like to have breasts, the CEO of PrimaDonna recently launched International E-Cup Day for Men. On this day, all men working at PrimaDonna don specially designed E-cup sized breasts in order to experience the physical strains of carrying an extra 6 pounds on their chests.

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Aside from the empathy for larger-cupped women that this campaign generates within the company, International E-Cup Day puts a face to the struggle of busty women, showing support for both their concerns and their chests. It legitimizes the health and aesthetic worries often voiced—but rarely heard— by women with larger cup sizes.  This video is not only meant to boost morale; PrimaDonna seems to hope that when women see this video, they will gain faith in the mission of the company and the quality of the bras. In light of recent brand expansion with additions like swimwear, increased product visibility is especially imperative.

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Hoping to marry style with support, PrimaDonna’s CEO uses the video to assure women that his brand is ardently addressing the real issues of bra wearing, while maintaining a youthful, fashionable appearance.