I bought three different bras to find the best for me, and this one has won. I am a 40D. The Playtex 18hr original was the best fit, with the nicest shape, and wearable all 18hrs. The fit was just as it should be the straps didn't move all day, it didn't dig into my shoulders. The 40D fit on the last hooks like it recommended, because any bra will stretch and then you can move to the next set of hooks. It is a firm hold, but not a squeeze. It gives a nice lift with a good shape.