I'm so happy that soft bras are popular again. I'm cup A (or sometimes B) and I've always found it annoying to wear a regular bra at occasions like going to school, grocery shopping etc ... any many times painful, because the pressure of the bra blocks your lymphatic pathways (your armpits hurt). Plus, for me, it doesn't make much of a difference support-wise. I mean, I still wear them when I go out and so on, but normally not during the day.
I've also came across several articles about regular bras actually not helping your breasts to stay in shape and youthful {click}.Therefore, soft bras seem to me like healthy, comfortable alternative. Plus, they look super sophisticated, elegant and sexy.

Here is my lust list: