Wacoal is a Japanese lingerie brand founded in Kyoto in 1949. It made Japan's first bra and built its reputation on scientific fit research, becoming one of the world's most respected names for supportive, beautifully made bras and briefs.

What is Wacoal known for?

Wacoal is best known for the fit and support of its bras, the result of decades of research into how women are shaped. Popular ranges like Embrace Lace and Back Appeal combine a smoothing fit with pretty lace and matching briefs.

Where can I buy Wacoal in the UK?

You can buy Wacoal at Shirley Allum Boutique in Shaftesbury, Dorset, in store and online. We carry Wacoal bras, briefs and chemises, and offer in-store fitting.

Is Wacoal true to size?

Wacoal uses standard UK bra sizing and is known for a reliable, supportive fit. Cup shapes vary across ranges, so if you are between sizes or new to the brand, come in for a fitting and we will help.

How should I care for Wacoal bras?

Wacoal bras last longest hand washed in cool water and dried flat, rather than tumble dried. Fastening the hooks before washing and keeping them away from high heat protects both the shape and the delicate lace.

Wacoal | Japanese Bras & Lingerie UK – Shirley Allum Boutique

Wacoal has been obsessed with the fit of a bra for longer than almost anyone. The Japanese label made Japan's first bra in 1950 and set up a whole research centre to study how women are actually shaped.

That science shows in the wear. We stock Wacoal at the Shaftesbury boutique, led by the Embrace Lace and Back Appeal underwired bras with their matching briefs and chemises, in soft rose, cradle pink and regina red.

These are bras you forget you have on, with a smoothing back and a cup that holds its shape. They feel like a treat and wear like an everyday.

Come in for a fitting at the Shaftesbury boutique, or browse Wacoal online by size and style.