In the intimate apparel industry, the evaluation of bra designs has traditionally relied on the practical experience of designers. The limitations of conventional evaluation methods have rendered difficulties in analysing the effect of bra design features. This research study therefore proposes a novel method to simulate the interaction of the bra strap and the movement of upper body. The influence of the different design features of bra straps is evaluated through a full factorial analysis with the finite element model. It is found that elongation has the most significant influence while Young’s modulus has the least influence on the displacement of the bra strap during movement. The proposed method is proven to be an effective and scientific approach to enhance the bra design and eliminate the time-consuming ‘trial and error’ testing in the design process and hence, provide effective design modifications for today’s ever-changing lingerie market.