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PurposeThe purpose of this study is to investigate the shape change of breast during movement to inform product development of bras and other female wearable products.Design/methodology/approachUsing the latest 4D body scanning technology, the authors monitored the change of seven non-circumferential breast measurements, including four linear measurements (widths, depth, etc.) and three angular measurements, across nine dynamic scans of a complete gait cycle during running. A series of statistical analysis were conducted to thoroughly investigate the measurement values in dynamic states compared with values extracted from static 3D scans.FindingsMajor findings are as follows: (1) For width-underbust, chest-depth, vertical-acromion and angle ABD, more than half of the dynamic frames presents a significant difference with the static frame. (2) Width-underbust and chest-depth measured in static can underestimate the actual values under motion. (3) vertical-acromion presents a W-shaped general trend for the nine dynamic frames with peaks observed at the keyframes (i.e. when a participant's right or left knee bends the most and rises to its highest level) and lows at the intermediate frames. (4) Angle ABD and angle BAD both present an M-shaped general trend, the exact opposite of a W-shaped trend.Originality/valueWhile 3D body scanning and motion capture systems have both contributed significantly to the study of breast, 4D body scanning incorporates the advantages of both technologies and captures the 3D surface of the body during movement at each instant moment. This is one of the first studies that adopt the new technology for apparel applications.