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Rosario Dawson is the star of EBY’s latest Pain-free T-shirt Bra campaign, which highlights supportive, pain-free, wireless technology for bra wearers. The “Ahsoka” star also serves as an investor in the bra brand, cofounded by Sofía Vergara, and spoke exclusively with WWD about her personal and professional relationship with EBY cofounder Renata Black, the Pain-free T-shirt Bra and more.
“This wasn’t something that just happened overnight,” Dawson said of EBY’s Pain-free T-shirt Bra inception. “My dear friend Renata has truly developed the optimal solution to a very real problem.” According to EBY’s research, roughly 80 percent of women wear painful wire bras every day. Black saw a need and crafted the Pain-free T-shirt Bra as the solution.
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EBY Pain Free T-Shirt Bra
Price upon publish date of this article: $75
EBY Pain Free T-Shirt Bra
Price upon publish date of this article: $75
EBY Pain Free T-Shirt Bra
Price upon publish date of this article: $75
“Throughout the last two years, Renata was single minded in not just getting the wire out but also in keeping the fit and lift that is associated with underwire in,” Dawson said of the design process. The goal wasn’t only to redefine bra-wearing, but also what it means and feels like to wear a bra. “Why normalize things like pain and discomfort, not only in our clothes, but also in our relationships, our careers, etc. that no longer serve us?” Dawson said.
“We want this campaign to keep asking and answering these questions individually and in community so as to break free from outdated constructs that no longer serve us. That’s what Renata did in creating this bra and that’s what she’s offering, a chance and choice to push back on the status quo,” said the actress and activist.
Dawson, herself, acknowledged the frustration of wired bras. “Like most women, I’ve had that love-hate thing with bras forever — the wires felt like rigid cages, digging in by noon, counting down the minutes until I could finally take it off when I got home,” she said. “But when I wore the Pain-free T-shirt Bra for the first time it was totally different. I actually felt embraced and supported the moment I put it on in the morning and I didn’t have that all-day thinking of waiting to get home to rip it off,” she said.
The Pain-free T-shirt Bra also emphasizes inclusivity, with sizes ranging from A cups to DDD, band sizes 32 to 42. “The bra’s technology adapts, molding to each woman’s unique shape with longer, more flexible support lines. It’s not just about fitting all sizes; it’s about fitting all shapes, because no two women are alike. For me and EBY, this was non-negotiable,” Dawson said.
With a personal connection and conviction to challenge cultural expectations, from her progressive activism to EBY’s mission, Dawson saw the Pain-free T-shirt Bra as a way to oppose the status quo, liberating bra-wearers to feel the best in their own skin. “Everything I do seeks to rewrite the rules fairer, bolder, better. It has to matter,” she said.
“This campaign does that. It’s not just about making metal wires in bras extinct though, trust me, that’s huge. It challenges why we accepted discomfort as normal, why outdated designs dictated how we feel. It sparks powerful conversations: What else have we been wired to accept as normal? That because it always has been, it always will be?! I’m grateful to support innovators like Renata who have not only a vision but the tenacity to innovate a real change.”