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Leading Lady Women's The Ava - Scalloped Lace Underwire Bra (5044) - 2 of 4Leading Lady Women's The Ava - Scalloped Lace Underwire Bra (5044) - 3 of 4Leading Lady Women's The Ava - Scalloped Lace Underwire Bra (5044) - 4 of 4
Leading Lady Women's The Ava - Scalloped Lace Underwire Bra (5044) - 1 of 4

Leading Lady Women's The Ava - Scalloped Lace Underwire Bra (5044)

$30.00 reg $40.00
Sale 
save $10.00 (25% off)

Out of Stock

Sold & shipped by Leading Lady
Eligible for registries and wish lists

Fit & style

  • Soft lace overlay for itch-free comfort
  • Feminine scalloped detail
  • Cutaway, lightly padded cups for a natural lift
  • Underwire support for secure, all-day hold
  • Padded, adjustable straps are gentle on your shoulders
  • Side and back smoothing for a flawless fit
  • Scoop back enhances support and comfort
  • Leading Lady: Bras That Love Your Body

Sponsored

About this item

Fit & style

  • Soft lace overlay for itch-free comfort
  • Feminine scalloped detail
  • Cutaway, lightly padded cups for a natural lift
  • Underwire support for secure, all-day hold
  • Padded, adjustable straps are gentle on your shoulders
  • Side and back smoothing for a flawless fit
  • Scoop back enhances support and comfort
  • Leading Lady: Bras That Love Your Body
We’ve done it- a lace bra that won’t scratch you or leave you feeling irritated. Our soft lace fabric is designed to make you feel beautiful without compromising comfort. Even better? The underwire will allow you to remain comfortable and supported all day. The Ava will support you throughout the day while smoothing your side and back for a seamless feel. It really is your new BBF (best bra forever).

leading lady
womens bra

Measurment Size Size Size Size Size Size Size
Bust (inches) 32A 34A 36A 38A 40A 42A 44A
32 34 36 38 40 42 44
33 35 37 39 41 43 45
-
Bust (inches) 32B 34B 36B 38B 40B 42B 44B
32 34 36 38 40 42 44
34 36 38 40 42 44 46
-
Bust (inches) 32C 34C 36C 38C 40C 42C 44C
32 34 36 38 40 42 44
35 37 39 41 43 45 47
-
Bust (inches) 32D 34D 36D 38D 40D 42D 44D
32 34 36 38 40 42 44
36 38 40 42 44 46 48
-
Bust (inches) 32DD (E) 34DD (E) 36DD (E) 38DD (E) 40DD (E) 42DD (E) 44DD (E)
32 34 36 38 40 42 44
37 39 41 43 45 47 49
-
Bust (inches) 32DDD (F) 34DDD (F) 36DDD (F) 38DDD (F) 40DDD (F) 42DDD (F) 44DDD (F)
32 34 36 38 40 42 44
38 40 42 44 46 48 50
-
Bust (inches) 32G 34G 36G 38G 40G 42G 44G
32 34 36 38 40 42 44
39 41 43 45 47 49 51

All Sizes in Inches Unless Otherwise Stated

bra measuring guide

Use the tips & visuals in this guide to take body measurements accurately & easily.

Don't have a fabric tape measure? Use a shoelace or a pant leg to measure. Then, lay it flat & use a ruler or tape measure to get a numerical measurement.

How to measure

  • Find your band size

    Wearing your best fitting bra, measure your underbust. Wrap tape measure around chest just under your bust (under bra band), make sure the tape is snug & level across your back.

    • If your underbust measurement is an odd number, add 5 to get your band size.

    • If your underbust measurement is an even number, add 4 to get your band size.

    • Example: Underbust of 29" (odd number)+5 = 34" Band Size

    • Example: Underbust of 30" (even number)+4 = 34" Band Size

  • Find your cup size

    Measure your bust by wrapping tape measure around the fullest part of your bust.Be sure the tape is snug & level across your back.

    (Bust measurement)-(Band size) = (Cup size)

    Example:(Bust of 35)-(Band of 32) = 3(C Cup)

Bra sizes (band size + cup size)

32A 34A 36A 38A 40A 42A 44A 46A 48A
30A 32B 34B 36B 38B 40B 42B 44B 46B
  30C 32C 34C 36C 38C 40C 42C 44C
      32D 34D 36D 38D 40D 42D
        32DD 34DD 36DD 38DD 40DD
        30DDD 32DDD 34DDD 36DDD 38DDD

Fit issues

Fit tip: 90% of your support should come from your band,which should be snug & level across your back.

  • Straps slip

    Tighten straps until they sit smoothly aganist the skin.

    If you tighten the straps fully & don't feel supported, your band may be too loose.

  • Straps dig in

    Loosen straps until they sit smoothly against the skin .

    If you loosen the straps & don't feel supported, your band may be too loose.

  • Side overflow

    If band fits comfortably, go up a cup size. or try a different bra style.

    Example: If you usually wear a 32B, try a 32C.

  • Cup overflow

    If band fits comfortably, go up a cup size,

    Example: If you usually wear a 32B, try a 32C.

  • Wire sits on breasts

    Band is too loose. Take your measurements following the directions in this guide. Or, if the cup size is accurate, try a sister size down from your current size.

    See sister size chart for more info.

  • Cups Gape

    If band fits comfortably, tighten straps. if that doesn't help, try going down a cup size.

    Example: If you usually wear a 34B, try a 34A.

  • Band digs in

    Your band size is too small. Try going up a band size,and down a cup size

    Example: If you usually wear a 34C, try a 36B.

  • Band rides up

    Your band size is too big. Go down a band size,and up a cup size

    Example: If you usually wear a 34C, try a 32D.

Sister sizes

A "sister size" is an alternate size in which the cup size stays the same, even though the band size & cup letter change.

To find your sister size, locate your usual size on the chart below. To sister size down, select the size underneath. To sister size up, select the size above.

Example: if your size is 34C, the sister size down is 32D, & the sister size up is 36B.

32A 34A 36A 38A 40A 42A 44A 46A 48A        
30B 32B 34B 36B 38B 40B 42B 44B 46B        
  30C 32C 34C 36C 38C 40C 42C 44C 46C 48C    
      32D 34D 36D 38D 40D 42D 44D 46D 48D  
        32DD 34DD 36DD 38DD 40DD 42DD 44DD 46DD 48DD
        30DDD 32DDD 34DDD 36DDD 38DDD 40DDD 42DDD 44DDD 46DDD
Sizing: Womens Plus
Material: 85% Nylon, 15% Spandex
Fabric Name: Lace
Garment Style: Back Hook
Sheerness: Opaque
Garment Details: Padded Straps
Bra cup construction details: Underwire
Garment back type: Plain
Care and Cleaning: Hand Wash, Line Dry or Lay Flat to Dry
TCIN: 87524505
UPC: 722286429800
Origin: imported
The above item details were provided by the Target Plus™ Partner. Target does not represent or warrant that this information is accurate or complete. On occasion, manufacturers may modify their items and update their labels.
We recommend that you do not rely solely on the information presented. If you have a specific question about this item, you may consult the item's label, contact the manufacturer directly or call Target Guest Services at 1-800-591-3869.
If the item details aren’t accurate or complete, we want to know about it.

Shipping details

Estimated ship dimensions: 8 inches length x 8 inches width x 3.5 inches height
Estimated ship weight: 0.5 pounds
item ships from third party seller: Leading Lady

Return details

This item can be returned to any Target store or Target.com.
This item must be returned within 30 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.

Related Categories

4.5 out of 5 stars with 69 reviews
4 out of 5 stars
25 April, 2025
originally posted on leadinglady.com
Image

Debatab

I bought several of the Ava’s a couple of years ago in the black and the white and they have held up very well. But now a couple of the bras have the underwire poking out on the sides and poking me. I’m 73 and need all the help I can get and I need new bras in a 46-48B but I don’t think they are stocking them anymore because they have been out of that size since last summer. I hope you restock them again. Four stars for unavailability.
1 reply from Leading Lady Customer Service team - 6 months ago
Unfortunately, our Ava is not going forward and sold out in some sizes/colors. We think you would love our Jolene just as well: https://www.leadinglady.com/products/the-jolene-perfect-plunge-underwire-bra-5041-sand?_pos=1&_sid=f8bbe4d88&_ss=r Thank you for shopping with Leading Lady Family owned for 85+ years
Debtab
Did you find this review helpful?
5 out of 5 stars
19 March, 2025
originally posted on leadinglady.com
Image

Love the Ava

I LOVE the AVA! I am not happy your company has chosen to discontinue it. This is the only bra I have worn that actually feels great, looks fantastic & fits very well! Please consider bringing this bra back. I am not interested in buying, trying out more bras (finding out the fit is poor & uncomfortable) & then having to send them back. Why would you discontinue a best seller?
1 reply from Leading Lady Customer Service team - 7 months ago
We are happy to hear you love the Ava. Unfortunately, this style is not going forward and has been replaced with our Willow. https://www.leadinglady.com/products/the-willow-lace-plunge-underwire-bra-5944-blk?_pos=2&_sid=00e6196fd&_ss=r Thank you for shopping with Leading Lady Family owned for 85+ years
jeb
Did you find this review helpful?
5 out of 5 stars
18 November, 2024
originally posted on leadinglady.com
Image

Love!

Fits perfectly! I would love to see this exact bra design in a smooth (non lace) fabric also!
1 reply from Leading Lady Customer Service team - 11 months ago
Thanks for the 5-stars! We are so pleased to hear you love our Ava. Thank you for shopping with Leading Lady Family owned for 85+ years
Lovefromelli
Did you find this review helpful?
4 out of 5 stars
12 November, 2024
originally posted on leadinglady.com
Image

Good fit

It is a comfortable bra. It would be better if I could get it in a 50A
1 reply from Leading Lady Customer Service team - 1 year ago
We have 2 new styles that come in 50A that we think you will love! Our Willow https://www.leadinglady.com/products/the-willow-lace-plunge-underwire-bra-5944-blk?_pos=2&_sid=981ab7f3b&_ss=r Our Jolene https://www.leadinglady.com/products/the-jolene-perfect-plunge-underwire-bra-5041-sand?_pos=1&_sid=be94d4851&_ss=r Thank you for shopping with Leading Lady! Family owned for 85+ years
Old woman
Did you find this review helpful?
5 out of 5 stars
10 November, 2024
originally posted on leadinglady.com
Image

Great fit, Hard to find sizes

I have been wearing this bra since 2016. Absolutely love it. I have Ava in multiple colors. Very pretty and comfortable. It’s hard to find a bra that fits me 46 A . I hope they don’t discontinue Ava
1 reply from Leading Lady Customer Service team - 1 year ago
Thank you for being a loyal Leading Lady customer! If you love our Ava, check out our 2 NEW styles you may like just as much. Our Jolene: https://www.leadinglady.com/products/the-jolene-perfect-plunge-underwire-bra-5041-spap?_pos=2&_sid=c13c4e778&_ss=r Our Willow: https://www.leadinglady.com/products/the-willow-lace-plunge-underwire-bra-5944-blk?_pos=2&_sid=5e84657ec&_ss=r Leading Lady appreciates you! Family owned for 85+ years
Dor
Did you find this review helpful?
5 out of 5 stars
23 June, 2024
originally posted on leadinglady.com
Image

great fit

[This review was collected as part of a promotion.] I’ve ordered these multiple times over the years. They are the only bra I have found that fit. I have a 44 chest and only an A cup - very hard to find.
RCS
Did you find this review helpful?
5 out of 5 stars
12 April, 2024
originally posted on leadinglady.com
Image

Makes my small boobs look great!!

I’m a plus sized woman with small breasts and it is very hard to find a pretty bra. Thanks to Leading Lady. I have found pretty bras for my small breasts. They are comfortable, they are pretty, and they fit well. I am very pleased.
SUZANNE H.
Did you find this review helpful?
5 out of 5 stars
26 October, 2023
originally posted on leadinglady.com
Image

My mistake

I have been ordering a 44A and thought I needed a slightly larger cup size but discovered that it was a too big of a change and the bra 44B was way too big. Obviously there is nothing in between so I will go back to the 44A size.
Barbara K.
Did you find this review helpful?
5 out of 5 stars
6 July, 2023
originally posted on leadinglady.com
Image

Best for me

Although I wear a size 40, my breasts are very small so it is generally hard to find an A cup. This bra does come in an A cup and I’m delighted to finally find a bra that comfortably fits me.
Margaret Gray
Did you find this review helpful?
5 out of 5 stars
5 December, 2022
originally posted on leadinglady.com
Image

Nice bra

It is pretty good. I don’t like that the straps are not very stretchy. But it is a pretty bra, and overall fits reasonably well.
Frances Shriver
Did you find this review helpful?
5 out of 5 stars
2 December, 2022
originally posted on leadinglady.com
Image

Fits

Very comfortable. Finally found a big chest, small cup bra that fits me. I hope my size doesn’t get discontinued.
Did you find this review helpful?
5 out of 5 stars
3 August, 2022
originally posted on leadinglady.com
Image

It's the best fit I'm ever gonna get

I've bought many bras searching for the one that will look good under clothes - and most importantly - one that will still be comfortable at the end of the day. For me, this is it! I bought 2 more just like it in Nude and Black.
Did you find this review helpful?
4 out of 5 stars
16 July, 2022
originally posted on leadinglady.com
Image

beautiful bra

It was lovely but just not the right size for me so I returned it.
Did you find this review helpful?
5 out of 5 stars
13 July, 2022
originally posted on leadinglady.com
Image

The Ava - Scalloped Lace Underwire Full Figure Bra | 5044-Nude

I like the bra however, had to remove the underwire due to discomfort.
Did you find this review helpful?
5 out of 5 stars
24 June, 2022
originally posted on leadinglady.com
Image

Love this bra

Fits well, very comfortable, wish it came in more colors
Jim Hile
Did you find this review helpful?
4 out of 5 stars
19 June, 2022
originally posted on leadinglady.com
Image

Pretty bra and A cup!!

Ordered one and then went back and ordered more. Very pretty bra. Hard to find A cup in larger band width so happy to find this bra!
Did you find this review helpful?
4 out of 5 stars
15 May, 2022
originally posted on leadinglady.com
Image

Great for my short frame

Very good. This bra doesn't hurt my underarms like most underwire bras do. It is sized very well. I like the wide, padded straps, they're effective but still attractive. This bra fits me like a bra I have that was twice it's price and that's the main reason I've bought two of these!
Did you find this review helpful?
5 out of 5 stars
9 April, 2022
originally posted on leadinglady.com
Image

Best bra ever

I am 78 and have wasted so much money trying to find a perfect bra. I still smile and can't believe I finally found one! I absolutely love it. Perfectly comfortable, "uplifting" and so pretty! Isn't that what every women wants?
Did you find this review helpful?
5 out of 5 stars
21 March, 2022
originally posted on leadinglady.com
Image

(no review title)

Wonderful bras for my small cup size. Great fit, comfortable, and the lace is beautiful. I bought seven of them, wore them, and bought five more!
Gale Griffin
Did you find this review helpful?
3 out of 5 stars
22 June, 2021
originally posted on One Hanes Place
Image

Bra's to fit correctly or not to fit correctly.

It doesn't fit the way I thought it would. It is very pretty, just doesn't fit the way my Glamorise bra does. Glamorise bras are the best for a big busted woman. Although they look similar in style, just not the same fit. You were out of the Glamorise bras and that's the only reason I bought the sculpted lace bra.
Kiddo
1 guest found this review helpful. Did you?

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