There’s a lot of hype about True&Co – the new lingerie start up that promises an online fitting without tape measures, and then an at home changing room experience based on your needs and selections. On paper, it’s a pretty interesting idea. Bra shopping online is hard, and trial and error testing can result in mounting shipping expenses. True&Co send you 5 bras to try based on your answers to their fitting survey, and you only pay for what you keep: shipping both ways is free.
And it’s not just a Playtex style +4/5/6″ size calculator either. The fitting survey factors in things like style preference, shape of breasts, and even asks about fitting problems such as quadraboob, side spillage, strap woes and other fit faux pas. This might be the most interesting ‘next big thing’ I’ve heard about in a long time.
But is it any good? Dear god, no.
For starters, I can’t input my actual bra size – a US F being the top end available to select. So select it I do, and log all the issues I would experience in that size – side spillage, quadraboob, etc etc. A good bra fitting guide would recognise these signs of a too small cup and flag it up, right? I mean, that’s why you ask those questions in the first place. But what do I know…
Wrong! In any circumstances, the symptoms I’d added would be clear signs of a too small cup (and would be inevitable in that size knowing how Elle Macpherson styles fit). And while it does say that multiple sizes are included in my shop, I was not able to explore what that meant because my basket was not full. Grumble.
But hey, perhaps that’s just because my size is uncommon knowledge in the States. Let’s try again, using my +4 bra size 34E (and the various symptoms it gives).
Egads! They’re right! I should try another size. Perhaps I was unkind with my initial snap judgement. Perhaps they do understand fit. Let’s check out their solutions…
A 36DD? Excuse me while I choke with laughter over my perfectly supported and perfectly comfortable 30G cleavage.
True&Co believe they have the first innovation in lingerie since Victoria’s Secret painted their changing rooms pink. And do you know what? It’s a more excellent comparison than they know. It looks pretty, and customers feel like they’re being listened and catered to. But in real terms it changes nothing. This is incomplete and in some cases downright misleading advice that will only perpetuate the bad fit endemic in the US and beyond. And I’d argue that the market for that was already pretty saturated.
For actual innovation in lingerie – let me recommend Bravissimo’s fitting advice, Freya or Panache’s D+ sports bras and swimwear, Curvy Kate’s Star in a Bra marketing campaign, the Wonderbra Ultimate Strapless, etc etc etc. I’m sorry True&Co, but I have slightly higher expectations from my ‘next big things’.