Size conversion
What Is a 40E in Other Brands?
Bra sizes are not standardized: the same label means different things brand to brand, so your 40E is a starting point, not a fixed size. A US 40E usually needs a 40DDD in Victoria’s Secret, maps to a 40DD in a true-to-size UK brand like Panache, and stays a 40DD in Wacoal.
Your 40E in Victoria's Secret
40DDD
Cups run a full cup small, so size up
Your 40E in Panache
40DD
True-to-size UK sizing
Your 40E in Wacoal
40DD
True to size, year after year
Every brand we track
Your 40E, brand by brand
Grouped by the sizing system each brand labels its cups in. Brands we stock link to their full lineup.
US
US-sized brands
| Brand | How it runs | Your 40E → |
|---|---|---|
| ThirdLovein stock | cups run generous | 40DD |
| Wacoalin stock | true to size | 40DD |
| Glamorisein stock | true to size | 40DD |
| SHEFITin stock | - | Adjustable XS-6Luxe sizing rather than standard band/cup; size by the brand chart. |
| b.tempt'din stock | true to size | 40DD |
| Kindred Bravelyin stock | - | Uses XS-XXL nursing/maternity sizing rather than band/cup; size by the brand chart. |
| ENELLin stock | - | Uses numeric high-impact sizing (00-8) rather than band/cup; size by the brand chart. |
| Natori | cups run small | 40DD |
| Bali | band runs large | 38DD |
| Playtex | band runs large | 38DD |
| Maidenform | true to size | 40DD |
| Vanity Fair | band runs large | 40DD |
| Calvin Klein | band runs small | 40DD |
| Victoria's Secret | cups run small | 40DDD |
| Brooks | band runs small | 40DD |
| Under Armour | - | Compression fit runs generous; XS-XL sizing rather than band/cup; size by the brand chart. |
| Nike | - | Generous fit; XS-XL sizing rather than band/cup; size by the brand chart. |
| Cacique | band runs large | 40DD |
| Torrid | band runs large | 40DD |
UK
UK-sized brands (cups run D, DD, E, F, FF, G...)
EU
EU-sized brands
| Brand | How it runs | Your 40E → |
|---|---|---|
| Chantelle | cups run small | 40E |
| Simone Perele | cups run small | 40E |
| PrimaDonna | true to size | 40E |
| Marie Jo | true to size | 40E |
| Triumph | band runs large | 40E |
| Anita | true to size | 40E |
Translations are guidance from cross-brand fit data, not a guarantee - fit also depends on breast shape and style. Cross-brand offset data v1-2026-05-28.
In stock now
Shop 40E now
Real bras we track in stock in 40E, with live prices.
Bravissimo
Post Surgery Bra - Red
$71.50View →
Bravissimo
Esmae Bra - Ivory
$82.00View →
Bravissimo
Amelia Bra - Cobalt/Gold
$71.50View →
Bravissimo
Millie Bra - Cocoa
$82.00View →
Bravissimo
Dana Front Fastening Bra - Cobalt/silver
$82.00View →
Bravissimo
Millie Luxe Non-Wired Bra - Black
$88.00View →
Bravissimo
Millie Bra - Mint
$82.00View →
Bravissimo
Millie Bra - Ivory
$82.00View →
Interactive
Try your own size
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Brand Size Translator
Find your size across different brands
40E
Why sizes vary: Each brand uses different patterns, materials, and fit philosophies. A 34DD in Victoria's Secret fits differently than a 34DD in Panache.
ThirdLove
US
Half-cup sizing available; cups run slightly generous.
40DD
Wacoal
US
True to size; consistent fit across decades.
40DD
Panache
UK
UK sizing; true to size, consistent year over year.
40DD
Freya
UK
UK sizing; bands run snug.
40DD
Elomi
UK
UK plus-size full-bust; cups run generous.
40DD
Glamorise
US
US full-figure; true to size.
40DD
SHEFIT
US
Adjustable XS-6Luxe sizing rather than standard band/cup; size by the brand chart.
40DD
b.tempt'd
US
Wacoal-family fit DNA; runs true to US sizing, lighter construction.
40DD
Kindred Bravely
US
Uses XS-XXL nursing/maternity sizing rather than band/cup; size by the brand chart.
40DD
ENELL
US
Uses numeric high-impact sizing (00-8) rather than band/cup; size by the brand chart.
40DD
Natori
US
Cups run small; consider sizing up.
40DD
Chantelle
EU
French sizing; cups run small.
40E
Bali
US
Bands run loose; consider sizing down.
38DD
Playtex
US
Bands run large; size down in band.
38DD
Maidenform
US
Generally true to size.
40DD
Vanity Fair
US
Bands run slightly loose.
40DD
Calvin Klein
US
Bands run slightly snug.
40DD
Victoria's Secret
US
Cups run very small; size up a full cup.
40DDD
Fantasie
UK
UK sizing; consistent fit.
40DD
Curvy Kate
UK
UK sizing; bands run firm.
40DD
Gossard
UK
UK sizing; classic fit.
40DD
Pour Moi
UK
UK sizing; budget-friendly.
40DD
Simone Perele
EU
French luxury; cups run small.
40E
PrimaDonna
EU
Belgian luxury; true EU sizing.
40E
Marie Jo
EU
Belgian; consistent fit.
40E
Triumph
EU
German; bands slightly generous.
40E
Anita
EU
German; strong post-surgery range.
40E
Brooks
US
Compression sports style; may run snug.
40DD
Under Armour
US
Compression fit runs generous; XS-XL sizing rather than band/cup; size by the brand chart.
40DD
Nike
US
Generous fit; XS-XL sizing rather than band/cup; size by the brand chart.
40DD
Goddess
UK
UK sizing; strong plus-size range.
40DD
Cacique
US
Lane Bryant's brand; bands run generous.
40DD
Torrid
US
Plus-focused; bands run large.
40DD
Common questions
40E conversion questions
- What is a 40E in Victoria's Secret?
- Victoria's Secret cups run about a full cup small, so a standard US 40E usually needs a 40DDD there. If you already wear a 40E in Victoria's Secret, your size in a true-to-size brand is likely a cup smaller.
- Which brands keep a 40E the same?
- In true-to-size brands a US 40E stays a 40E: Wacoal, Panache, Glamorise, b.tempt'd, Maidenform, Fantasie, Gossard, Pour Moi, PrimaDonna, Marie Jo, Anita, Goddess. Fit can still vary by style, so treat the label as the starting point.
- Do UK brands size a 40E differently from US brands?
- UK brands label cups in a different sequence above D (D, DD, E, F, FF, G), so the same letters can mean different volumes. In a true-to-size UK brand like Panache, a US 40E is a 40DD; the band number stays the same.
- What size replaces a 40E in brands that don't use cup sizes?
- SHEFIT, Kindred Bravely, ENELL, Under Armour, Nike size by their own charts (XS-XL or numeric) instead of band/cup, so a 40E doesn't carry over directly. Start from each brand's chart with your underbust and bust measurements.