Size conversion
What Is a 40H in Other Brands?
Bra sizes are not standardized: the same label means different things brand to brand, so your 40H is a starting point, not a fixed size. A US 40H usually needs a 40I in Victoria’s Secret, maps to a 40FF in a true-to-size UK brand like Panache, and stays a 40H in Wacoal.
Your 40H in Victoria's Secret
40I
Cups run a full cup small, so size up
Your 40H in Panache
40FF
True-to-size UK sizing
Your 40H in Wacoal
40H
True to size, year after year
Every brand we track
Your 40H, 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 40H → |
|---|---|---|
| ThirdLovein stock | cups run generous | 40H |
| Wacoalin stock | true to size | 40H |
| Glamorisein stock | true to size | 40H |
| SHEFITin stock | - | Adjustable XS-6Luxe sizing rather than standard band/cup; size by the brand chart. |
| b.tempt'din stock | true to size | 40H |
| 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 | 40H |
| Bali | band runs large | 38H |
| Playtex | band runs large | 38H |
| Maidenform | true to size | 40H |
| Vanity Fair | band runs large | 40H |
| Calvin Klein | band runs small | 40H |
| Victoria's Secret | cups run small | 40I |
| Brooks | band runs small | 40H |
| 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 | 40H |
| Torrid | band runs large | 40H |
UK
UK-sized brands (cups run D, DD, E, F, FF, G...)
EU
EU-sized brands
| Brand | How it runs | Your 40H → |
|---|---|---|
| Chantelle | cups run small | 40H |
| Simone Perele | cups run small | 40H |
| PrimaDonna | true to size | 40H |
| Marie Jo | true to size | 40H |
| Triumph | band runs large | 40H |
| Anita | true to size | 40H |
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 40H now
Real bras we track in stock in 40H, with live prices.
Freya
Offbeat Side Support Bra: Rosehip
$68.00View →
Freya
Offbeat Side Support Bra: Natural Beige
$68.00View →
Freya
Offbeat Side Support Bra: Black
$68.00View →
Fantasie
Envisage Spacer Molded Bra: Natural Beige
$80.00View →
Fantasie
Envisage Spacer Molded Bra: Evening Blue
$77.00View →
Fantasie
Envisage Spacer Molded Bra: Black
$80.00View →
Fantasie
Envisage Full Cup Side Support Bra: Natural Beige
$69.00View →
Fantasie
Envisage Full Cup Side Support Bra: Evening Blue
$66.00View →
40H sister sizes
Sister sizes hold the same cup volume on a different band. If the 40H cup fits but the band doesn’t, try:
Interactive
Try your own size
Not a 40H? Enter any size to see it in every brand. Your size never leaves your browser.
Brand Size Translator
Find your size across different brands
40H
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.
40H
Wacoal
US
True to size; consistent fit across decades.
40H
Panache
UK
UK sizing; true to size, consistent year over year.
40FF
Freya
UK
UK sizing; bands run snug.
40FF
Elomi
UK
UK plus-size full-bust; cups run generous.
40FF
Glamorise
US
US full-figure; true to size.
40H
SHEFIT
US
Adjustable XS-6Luxe sizing rather than standard band/cup; size by the brand chart.
40H
b.tempt'd
US
Wacoal-family fit DNA; runs true to US sizing, lighter construction.
40H
Kindred Bravely
US
Uses XS-XXL nursing/maternity sizing rather than band/cup; size by the brand chart.
40H
ENELL
US
Uses numeric high-impact sizing (00-8) rather than band/cup; size by the brand chart.
40H
Natori
US
Cups run small; consider sizing up.
40H
Chantelle
EU
French sizing; cups run small.
40H
Bali
US
Bands run loose; consider sizing down.
38H
Playtex
US
Bands run large; size down in band.
38H
Maidenform
US
Generally true to size.
40H
Vanity Fair
US
Bands run slightly loose.
40H
Calvin Klein
US
Bands run slightly snug.
40H
Victoria's Secret
US
Cups run very small; size up a full cup.
40I
Fantasie
UK
UK sizing; consistent fit.
40FF
Curvy Kate
UK
UK sizing; bands run firm.
40FF
Gossard
UK
UK sizing; classic fit.
40FF
Pour Moi
UK
UK sizing; budget-friendly.
40FF
Simone Perele
EU
French luxury; cups run small.
40H
PrimaDonna
EU
Belgian luxury; true EU sizing.
40H
Marie Jo
EU
Belgian; consistent fit.
40H
Triumph
EU
German; bands slightly generous.
40H
Anita
EU
German; strong post-surgery range.
40H
Brooks
US
Compression sports style; may run snug.
40H
Under Armour
US
Compression fit runs generous; XS-XL sizing rather than band/cup; size by the brand chart.
40H
Nike
US
Generous fit; XS-XL sizing rather than band/cup; size by the brand chart.
40H
Goddess
UK
UK sizing; strong plus-size range.
40FF
Cacique
US
Lane Bryant's brand; bands run generous.
40H
Torrid
US
Plus-focused; bands run large.
40H
Common questions
40H conversion questions
- What is a 40H in Victoria's Secret?
- Victoria's Secret cups run about a full cup small, so a standard US 40H usually needs a 40I there. If you already wear a 40H in Victoria's Secret, your size in a true-to-size brand is likely a cup smaller.
- Which brands keep a 40H the same?
- In true-to-size brands a US 40H stays a 40H: 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 40H 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 40H is a 40FF; the band number stays the same.
- What size replaces a 40H 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 40H doesn't carry over directly. Start from each brand's chart with your underbust and bust measurements.