Let’s start with why it’s so difficult to find the right size bra. First, not all breasts are created equal. Some women need more support than others, some need a little lift, and some need a little ...

“Nobody wants to go bra shopping,” Heidi Zak, cofounder and co-CEO of online lingerie seller ThirdLove, told Business Insider in September 2018. “I started the company so a woman wouldn’t have to go ...

Business Insider spoke to Kimmay Caldwell, a bra fitter with more than 18 years of experience. She called bra sizing "the worst game of telephone ever." She told BI that if a bra fits well, you ...

Joining other intimates brands in enhancing the bra fitting experience, Victoria’s Secret & Co. has partnered with NetVirta to introduce new fit technology within the retailer’s app for Victoria’s ...

Virgie Tovar: What led to the move toward extended sizing? Ra’el Cohen: From the beginning, we knew the status quo in bra sizing just wasn’t working. It’s one of the reasons we invented half cup sizes ...

SAN FRANCISCO--(BUSINESS WIRE)--ThirdLove, the women’s bra and underwear company that disrupted the lingerie industry, announced today the launch of the Company’s first experiential retail store ...

You better bra-lieve it. Whether you’re spilling out, straps are slipping down or feeling the band cutting off your circulation, many know the feeling of wearing an ill-fitting bra. However, Bendon ...

Let's be real: Bra shopping is as stressful as buying new jeans. But if you need new bras to accommodate your new size or to ...

It’s not easy shopping for a bra—especially if you need that seemingly impossible combination of supportive and chic. Plus, many stores sell only A-DD bras, and that doesn’t come close to covering the ...