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ThirdLove Lingerie Review: Will This Bra Fit App Change Everything?

Disclosure: ThirdLove sent me this lingerie for review purposes. All opinions are my own.

Editor's Note: According to a recent email from ThirdLove's co-founder in response to this article, the company did not send me 34Cs but sample sizes of 34Bs and 34Ds instead. The bras have no size tags (ThirdLove does not sell bras with size tags). Therefore, the fit portion of this review has been removed.

third love fit app review

ThirdLove is one of several lingerie startups (the others being True & Co. and Adore Me) that have taken the worlds of tech and fashion by storm. Despite numerous (and overwhelmingly positive) features in publications like Fast Company, Refinery29, The Business of Fashion, and Vogue, the intimate apparel industry has had a notably cool response to these new companies.

The lingerie world has always been resistant to change and reluctant to adopt new technologies. Just yesterday, I read an article on The Lingerie Journal waxing poetic about the "good old days" of pre-internet retail. Every season, I speak to brands and retailers at lingerie market that are proud of not having a website, email list, or social media prescence (often with the refrain, "Our customers aren't online").

While that kind of posturing may sound endearing to their other soon-to-be-obsolete peers, there's an entire generation (and, very shortly, two or three generations) who is accustomed to buying things online. Heck, many people even prefer to buy things online. The lingerie industry's almost glacial response to online marketing (and their larger resistance to technological integration overall) has created a void that many other companies are all too eager to fill. Furthermore, the rise in mobile technology has created another gap, particularly for brands that have opted not to create apps or mobile-friendly websites. This is the gap ThirdLove is attempting to fill.

thirdlove logo

ThirdLove is explicitly about disrupting the traditional approach to lingerie, removing both brick-and-mortar boutiques and mainstream brands from the lingerie shopping experience. Their app sizes you using image recognition technologies and then recommends bras from their in-house collection for purchase. It's a virtual fitting and shopping experience, requiring no person-to-person interaction at any stage in the process. ThirdLove's bra selection includes balconette, plunge, and t-shirt styles in both regular cup sizes and "half cup sizes." The company also offers a limited selection of loungewear/daywear.

I confess, I felt a bit skeptical about the whole app fitting process. So much of bra fitting is "fuzzy." There's no single formula that works for every body. Even when you know your preferred size, changing brands or styles could mean wearing another size. Despite many people's best efforts, it's hard to set anything approaching strict rules around something as subjective as bra fit. For this article, the review is split into two parts: 1) a review of the app and 2) a review of the lingerie.


ThirdLove App Review:


Before I get started, let me just say that I do like the idea of being able to handle all your bra fitting at home. While the "traditional" lingerie industry always recommends seeking out a professional bra fitter at a boutique, it's worth noting that 1) this recommendation is in the best interests of boutiques and 2) not every person has access to a lingerie boutique (or a Nordstrom). The suggestion to "only go pro" is great if you're in a major city like New York, but lots of people are far from major metropolitan areas. It's just not reasonable to suggest that people drive 50 or 100 or 200 miles (or more!) to get a professional fitting. I didn't grow up in a terribly small town, but I lived over 100 miles away from the closest Nordstrom or lingerie boutique - and that situation is not unusual in the United States.

It's also true that people have circumstances unrelated to distance that may make a boutique fitting impossible or at least very difficult. Someone with an anxiety disorder or a mobility-related disability may find getting to a boutique represents a tremendous obstacle. And unfortunately, some customers face discrimination even when they get to a boutique (as a recent Petticoat Fair incident showed). So there's definitely a ustification for solutions like this. People for whom the traditional paradigm is a poor fit (no pun intended) deserve options too.

That said, as I mentioned before, bra fit is incredibly complex. It's not an exact science, no matter how many mathematical formulas are used. There's simply too much variation --- in both body type and personal preference --- for that to ever be resolved.

To use ThirdLove's bra fitting feature, you first have to download the app (available now on iPhone and coming soon to Android) and register. When I first logged in, I was directed to the bra shopping page, but if you go to the top menu and scroll across (towards the left), the bra fitting portion of the app is the first option. From a usability standpoint, it would have been nice, as a first time user, to have the bra fit app viewable immediately to me. Barring that, it should have been accessible from the dropdown menu, especially since a core piece of ThirdLove's marketing is bra fit.

Once you get started with the fit app, you're shown a detailed step-by-step video, which I've taken screenshots of below:


thirdlove_3  thirdlove_1

thirdlove_4  thirdlove_5

third love fit app review

As you can see, I chose to wear a tank top while testing the app. I also tested the app using three different bras (Natori Feathers in 34D, Claudette Mesh Dessous in 34C, one of ThirdLove's sample bras [size unknown]) and braless. I was interested in seeing if the shape or lining of a bra might affect the reading. Once you're finished with the video presentation and ready to take the photos, ThirdLove gets one shot each from the front and the side.

If you're not holding your phone correctly (for example, if it's angled up or down or rotated too far), the app instructs you to self-correct before taking the shot. I did have some issues with getting a photo at first (which is why I've included the error screen), and it was because the mirror I was using wasn't wall-mounted. The app will only work in a wall-mounted mirror, such as the one in your bathroom.

third love bra fitting app resultsIn addition to testing the app with different bras and with no bra, I also played around with slightly different arm positions (holding them a bit closer in, holding them a bit further out, etc.) and with slightly different iPhone scaling (for some tests, I filled up the scaling frame; for others, I didn't, and so on).

For all of my tests, I received the same bra size calculation of 34C (interestingly, the app didn't used to give sizes at all, so this appears to be a fairly recent development). As you can see for the sample above, even when the individual measurements vary slightly because of "user error," the fit result is the same. I admit to being impressed by that. An app is useless if it has to be used 100% perfectly all the time, and ThirdLove's app appears to not only be able to absorb some user imperfections, it also lets you know (through a voice on your phone) if you're doing something which will render your results useless. That's smart, and I like it.

That said, I don't know how generalizable these results are. They work for me, but I'm also one of those rare "unicorns" who sizes up for bra fit. I don't like a tight band. I don't have much squish. My breasts are on the firmer/self-supporting end of things. I'm more or less just looking for a bra that hangs out comfortably on my chest.

I'm very curious about how this calculator would work for women with smaller breasts (for example, A or B cups) and how it would work for women with fuller busts (especially in the F cup and above range). I'd also want to know what kind of recommendations it gives for plus size women. As someone who's fairly close to the fit model standard for the lingerie industry (which is about a 34B), it makes sense that this app would work for me; it may very well be tailored for women with similar proportions to me. However, I want to know how it works with other body types and how successful it is.

I'm also concerned that the algorithm requires wearing an underwired bra (though not a push up bra or sports bra). If a person is very off with their bra size, to the point that the bra is compressing and/or manipulating the flesh, wouldn't it throw off the measurements? In my case, I wore bras I knew I loved that fit me well, but I'm (obviously) not a typical consumer. How well does the app perform for people who aren't such an easy case?

Finally, I'm interested in how the algorithm determines who needs half sizes. As you can see from the four fit tests above, my overbust and underbust measures vary by about 1.5" between the minimum and maximum tests shown. An inch and a half difference should be enough to put me in a half size, I would think. Yet half sizes were never suggested. I'd like to know more about how the calculator decides that particular size placement. However, that's probably also a trade secret, so... let's move on to the lingerie review.

ThirdLove Lingerie Review:

Editor's Note: ThirdLove states they sent sample sizes in 34B and 34D as opposed to fit samples in my size of 34C. The bras did not contain size tags as ThirdLove does not believe in size tags. The fit portion of this review has therefore been removed.

ThirdLove Mesh Demi

ThirdLove Mesh Demi

ThirdLove sent me several pieces to examine. For bras, I received the Mesh Demi, the Microfiber T-Shirt Bra, the Lace Balconet (in both black and white), and the Mesh Plunge. For knickers, I received the Microfiber Bikini, Mesh Boyshort, and Mesh Thong. ThirdLove's copy advertises lingerie that's "both luxurious and affordable" with "high end fabrics and laces that are usually reserved for boutique brands." They also speak to "help[ing] every woman find a flawless fit without the crazy price tags." However, as someone who buys a lot of lingerie, I didn't find the pricing to be exceptionally budget-friendly or affordable. The bras ThirdLove sent me ranged in price from $39 to $64 and the knickers from $10 to $15. While those aren't Empreinte and La Perla level prices, they're definitely on par with industry standbys like Natori, Freya, Wacoal, Elle Macpherson, Le Mystere, and Triumph. Put simply, the price point ThirdLove sells at is typical of many mainstream lingerie brands.

ThirdLove Microfiber Tshirt Bra

ThirdLove Microfiber Tshirt Bra

I'd also say the materials and silhouettes ThirdLove are not especially fashion-forward or unique. They're nice enough, but not as nice (in either quality or appearance) as bras I can already buy at this price point from the brands I mentioned. If anything, the collection looks like something I'd find at a Target. And that's not a dig at Target; plenty of people buy their bras there, and that's okay. However, they don't usually spend $60 on Target bras either. The materials just don't feel as good to the touch as what I expect and am used to getting at this price range. The Lace Balconet and Mesh Demi styles in particular felt more like they were in the Felina price range as opposed to the Elle Macpherson one. And again, that's not a dig on Felina... but Felina costs about $20 less than ThirdLove. So my question as a consumer is, does the value of the goods match the price?

ThirdLove Lace Balconet

ThirdLove Lace Balconet

I imagine some of this disparity is because ThirdLove isn't working at the same volumes that a company like Wacoal is, and so they can't get a deal on exceptional fabrics and laces. The power to negotiate raw material price points that come with a large-scale operation may not be available to a startup. And as a lingerie blogger and someone who works professionally with brands, I'm empathetic to that (potential) situation. It's very hard to break into the intimate apparel industry and become a major player (that's why you don't see a lot of movement in terms of the top five lingerie companies). But as a consumer, if I'm paying $60 for a bra, I have already certain quality expectations in mind. As of right now, ThirdLove cannot adequately compete with those expectations in terms of style or price. I want to see more sophistication, in both design and material, from this company.

ThirdLove Mesh Plunge

ThirdLove Mesh Plunge

That said, ThirdLove's bras have some nice touches like a tagless band and padded bra clasps. I also thought the microfiber they use is incredibly soft. For that style, the band and the cups are interior lined with microfiber so that softness is right against your skin. For all the bras, I found the seaming and stitching to be just fine; there's not much to talk about there.

As I mentioned in the editors' notes, ThirdLove's bras have no size tags. At first, I thought that was because I received factory samples, which can sometimes differ from what's sold. However, one of the founders of ThirdLove has informed me they don't include sizing on their products deliberately. Their reasoning is because "we believe woman [sic] are more than just a number, and we want our customers to focus on the fit rather than the size."

ThirdLove Wireless Bra

ThirdLove Wireless Bra

Maybe I'm just terribly uncool, but I want to know the size of the garment I've ordered. At the very least, I need to make sure the size I have in hand is the size I've actually paid for (I know no one likes to think about fulfillment errors, but they do happen sometimes). In this case, knowing the size of the garments I was sent would also have prevented the earlier confusion and misunderstanding regarding this review.

Withholding sizing information from women, ostensibly because it's in their own best interests, strikes me as more than a little paternalistic... as though there's no other way women can possibly focus on the fit. Aside from these concerns, it also strikes me as being deliberately opaque. If an individual receives a garment that's a poor fit, can the company just insist "the size was wrong?" The customer has no way to prove or disprove that claim. And how does the company handle factory sizing errors or shipping errors? Again, no one likes to think about these things happening, but they're a fact of internet retail. The absence of a sizing tag means errors like this can go unchecked. I just don't like this idea.


Final Thoughts:

ThirdLove exhibits many of the same issues I'm seeing with other lingerie startups right now - a great idea, but underwhelming execution. While the proof of concept appeals to investors and attracts a lot of buzz from the tech community (likely due, at least in part, to lingerie being a "sexy" subject), the follow through falls flat for me. It takes more than an algorithm to make and sell lingerie. As a customer, I don't care about how nifty the concept is, how many funding dollars have been raised, or how many positive press releases have been republished. What I do care about it is the product.

While a great story can help captivate interest, it can also become a breeding ground for disappointment when the product doesn't meet expectations. As I mentioned before, the intimate apparel industry, specifically the bra industry, is difficult to break into. And that's because making bras is hard. The only way to achieve any meaningful market penetration in intimates (aside from a massive advertising blitz on the scale of Aerie and Victoria's Secret) is to make a good product that gets people excited and has them coming back and telling their friends. From what I've seen so far, I'm not sure ThirdLove is there yet. I just have too many questions.

What do you think of ThirdLove concept? Would you rely on an app to size you correctly? And if you've tried ThirdLove's products, what did you think?



Article Tags : , ,
Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. Author of In Intimate Detail: How to Choose, Wear, and Love Lingerie. I believe lingerie is fashion too, and that everyone who wants it deserves gorgeous lingerie.

34 Comments on this post

  1. Lorna mikler says:

    Horrible bra the straps keep falling down. Don’t buy you will be very dissppointe. Sending mine back!

  2. Cynthia Montalvo says:

    I would not recommend by from Third Love. They sent me a bra where the molded cups were creased. If I was in a store, I would find that this is defective, yet they shipped it to me.

  3. Lynne Hugo says:

    You did a beautiful job with this review. Open-minded, thoughtful, thorough, well-written. You gave me the information I needed to make a decision. I won’t be ordering from this company,

  4. Nancy says:

    I have had my third love bra now for 4 months. The mesh in between the cups was torn within a month and now is gone. I don’t wear VS bras because of the poor fit and quality, Thirdlove is no better. I am going back to Chantelle – Same price, excellent fit, and quality, they last for years.

  5. Susan says:

    Worst bra ever, I did the try before you buy which I thought was great. I did the survey to find the perfect fit. My biggest problem with old bras was the straps falling down, third love r commended this bra I tried it and guess what, straps keep falling down, I have to adjust it every time I wear it, it’s terrible. I’m going back to Buying my bra at a department store. I also tried to return it and they said they would send me a link to get the info and I never received it. Sorry third love I tried but will never buy again.

  6. Kathy Kramer says:

    I received underwire and after wearing for less than an hour wanted to try a NO UDERWIRE! I did not get help finding it, but found out that I WORE THE PRODUCT AND CANNOT REFUND! How is that try before you buy????!!!! And one OF the tags fell off as I was putting it on,,,,, I actually wanted to try a NON UNDERWIRE and the person did not even try to help me buy one!!!! Hmmmm! THEY DID NOT EVEN OPOLOGISE !

  7. rebecca F says:

    no love @thirdlove. customer service is insulting. response to $70 bra underwire popping out was a link to how to care for your bra. the quality is not there. my calvin klein bras wear better, fit better and never have underwire issues. stick with nordstroms for customer service and quality brands.

  8. Jewels says:

    Seriously thank you for such an in depth review! The time you spent on this is so helpful and it is such a detailed look. I had seen their advertising pop up everywhere and was considering trying it but there price point was off putting for me as that is more than I usually spend for bras. I wondered if it was really worth that price and I think I am going to wait on it now because that’s is a big amount for to shell out for an experience that does not seem worth it.

  9. Vidya says:

    Interesting. I wonder if they’ve updated a lot since this review was posted. For a start, they seem to have different styles now, overall. I got their Classic T-shirt bra in the Try Before Buy program (would have preferred lace, but that’s not the program), and I was pretty impressed. I did not use the app, but their Fit Finder on the website. It fits me pretty well (though that’s not a huge issue for me. I usually get 34B, and it usually fits. I seem to be a relatively easy sizer) – I do tend to have problems with straps slipping, and the bra riding up over time, so only time will tell if that will be an issue (I’ve only worn it a couple of times). The memory foam cups feel nice and soft. I did feel the underwire the first day I wore it, though it wasn’t as bad as on other bras, and the second day I wore it, it felt pretty natural. I actually didn’t want to rip it off once I got home. This isn’t something I’m an expert at, but the quality did seem pretty good – comparable to a bra I got at a boutique rather than the one’s I’ve gotten at Walmart and Target (Although surprisingly enough, the bra that has lasted me the longest is one I bought at Walmart. It’s the only bra I’ve owned that hasn’t started slipping over the years I’ve had it). Also, the bra I received had the size printed both on tags (the store tags you take off before wearing it) and printed directly on the bra itself (no fabric or paper tags sticking out from the band, which I do appreciate for comfort’s sake). So it sounds like they’ve addressed a lot of the issues that you had problems with when you tried it. I’m seriously considering getting the lace T-shirt bra.

    I did want to find reviews on the brand (though they do have reviews on their site), since, as you said, if I’m going to spend around $70 on a bra, I want to know what I’m getting. It sounds like some of your other commenters haven’t had the same experience with the company I’ve had, which concerns me a little. I’ve called the company twice, and gotten someone on the phone fairly quickly to address my questions (have not tried using the chat or e-mail yet).

    I definitely appreciate your honest review. I’ve had a good experience with this company so far, and based on your issues and what I received, it sounds like they are listening to their customers and improving. But it definitely gave me some points to watch for when I order anything else from them.

  10. B Gray says:

    I recently ordered a bra from THIRDLOVE. I was so looking forward to their business model. However, in reality, they are IMPOSSIBLE to get on CHAT or phone, and i was unable to get any personal reply via email. I continued to get standard email responses which forced to to return rather than exchange my bra (their app suggested a size that was not available). They are not living up to their hype one bit. Many are having the same experiences. Stay clear!

    • Moenra says:

      YES! I had the same experience. The price point does not deliver the quality over any other bra and I did the TRY IT program and their packaging stated that they would accept returns with the tags still attached. When I finally got a chat going, the person was short and again, said the tags need to stay attached but I could wear the bra and try it. What??

  11. sherry beattie says:

    this does not fit well. I keep trying to get a return slip as it states on the site, but it keeps coming up as not site recognized. I do not want this bra, so I dont want to pay the $68 for the bra that does not fit correctly

    • Terri Mcclelland says:

      Actually I have tried returning my purchase per the direction of their website and cannot get them to send me a shipping label. It has been three days . I’m contacting my credit card company tomorrow. Disappointing to say the least!

  12. Denise says:

    This was incredibly helpful! Thanks for your intelligent, critical thinking and lucid explanation!

  13. Amanda says:

    That was such a refreshingly honest review and exactly what I was looking for: someone who cares enough about their readers to give a super honest opinion of the product. Thank you.
    The size tag policy was the deciding factor for me. For a company so hell-bent on the perfect fit (they even ask the size of your current favorite bra) to not label their bras is just crazy. I’m confident that anyone who can navigate through their ordering system can manage to see themselves as “more than a number”. Isn’t that why we seek a better fit to begin with?

  14. Kathryn says:

    I’m waiting on my trial bra, but already I’m concerned. I ordered 11/20 (which starts the 30 day trial) and as of 11/28, no bra. I live-chatted and got the tracking number today. Although it’s being shipped USPS, the package has bounced between “Shipping Partner Facilities” from Atlanta, to 2 different locations in LA, to Texas, back to Atlanta, and USPS is still showing “awaiting item.” I’ll give it a fair trial when I get it, but shipping irregularities are a big warning sign for me, especially at this price point.

    • JoobeeP says:

      Whenever a company gets into the “Shipping Partner” malarkey (USPS being THE WORST!!!), there’s always a snafu. I will tell businesses from now on that the partnerships just slow down the process, not to use it or I won’t order– WE HOLD THE POWER!! I once had a shipment go from Tennessee or somewhere back there, to Sacramento (in my state, CA, an hour from my Bay Area town); then overshot my town to hand off to the regional PO, and then down to Fresno, back up to Oakland, and finally to my town where it sat for two more days. It shoulda just gone from Sacto straight to me, or maybe checked in to the regional UPS, but someone saw fit to declare this way more efficient. Phfooey!
      Thanks for your input; I’m serious, I’m going to boycott companies that won’t ship straight UPS.

      • Tess says:

        I am having delivery issues as well! I ordered two bras totaling well over $100 on March 3rd. It is now past the estimated arrival dates, and I do not have my bras. In addition, if I want to cancel my order I need to contact Thirdlove to have them send me a return label from USPS. The kicker is that I still need to wait for my package to arrive in order to use the return label to cancel my order. So now I am still waiting for my bras and a refund. I can’t imagine how many more weeks I will need to wait in order to get my order fully refunded. Not at all a fan. DO NOT purchase these bras.

    • Kathy Kramer says:

      Same here!! Then when I get it I was not happy with the product! I wore it less than a hour znd one of the tags just fell off! When I was interested in placing an order for different product was totally blown off! Placed a buyer beware on my FB my page!!! Try before you buy my ass!!

  15. Elena says:

    Thank you very much for the review! Just received my Thirdlove T-shirt bra. What a disappointment…I would definitely not recommend to anyone with a fuller bust to look towards Thrirdlove. I have 34F and that’s what they sent me,it fits badly, straps are very thin and make wearing this bra painful and uncomfortable. Shape of the cups reminds exactly walmart bras for the cost of 14$ for 2. Fabric doesn’t breath what makes you sweat under your bra. I usually wear mimi Holliday for special occasions and felina for everyday. At Mimi you can get a silk bra with beautiful design that would give you comfort and style for 65$ (Sale). Felina offers you comfort and a nice design for 30$…but here you get kinda ugly bra that doesn’t fit and not of a good quality for 64$…never again.

  16. Barbara C Dougherty says:

    I’ve tried Third Love bras and thong underwear and I’m not a fan. Each bra ordered seems to be a different size and none fit correctly or are comfortable all day. The thong underwear elastic waistband rolls and becomes like a narrow cord and cuts in, making them most uncomfortable. I’ll stick wit VS were I can try on a bra before spending at least $50 on it and make sure it fits correctly and also see and feel exactly what I’m buying.

  17. Melody says:

    I ordered this bra using the iphone fit and I love it. The one thing that I very much dislike about other bras, like you, I just want a bra that will hold things in and still be comfortable. I weigh 125 pounds and every time I get a “professional” bra fitting they want to put me in a 32 or a 34 and I end up feeling STRANGLED within an hour. Even with high end bras at a 38, I end up adding an extension. The Third Love 38 C has just the right amount of support without being so elastic that by 5pm I can’t wait to get it off. I did just notice that Target has a Third Love brand and I’m wondering if it’s the same company, because the price is 1/3 of what I paid for a bra on their web site.

  18. Lindsay says:

    This is a late review, but after having breastfed two babies, I was ready to buy a real bra again. I used ThirdLove’s app and it sized me as 38E. It came and was huge. I online chatted about the fit and exchanged for a 36E. Still huge. In the meantime, I went to Nordstrom for a fitting and was measured at 32DDD and found a nice Natori bra for the same price as ThirdLove that fit very well. Now I’m debating to just return my ThirdLove bra or actually buy a 32G (their equivalent of the 32DDD) and see how it compares.

  19. Stefanie says:

    Though I did not use the app to assess my bra size, I did, however, purchase the Microfiber T-shirt bra. I have to agree with your assessment about the quality. In my commentary that I sent to the company I mentioned that the quality was comparative to a $15 bra from Target. I would much rather spend less and get a bra from Victoria’s Secret that I know fits well and is comfortable. I had such high hopes for this company and I do hope they can make changes to the quality of their bras. I love the idea of being able to wear a bra for a few days to really see if it is a great fit. I also like the fact that they donate the worn bras to women’s shelters.

  20. I am hopeful that this will work with some android phones now especially to those versions which the product didn’t work before but I guess this is going to be a great apps for husbands who wanted to surprise their wifes.

  21. Thursday says:

    Aside from the topic of price point and what you get for it here, both the app-based sizing mechanism and the no size tags aspects would prevent me from even downloading the app (which isn’t available for my android anyway). I’m likely not the target customer here, as someone who has only found the best bra size via trial and error. I’d be very, very sceptical about someone telling me what my bra size is, partly because every calculator/fit guide ever has been way off (and at times would just try to sell me bras in a very unsuitable size regardless, because they don’t stock my chosen size). I’d be driven only by curiosity to see how the sizing app would judge my small-cup, large band, asymmetric bust.
    The no tags thing really just seems patronising. If I were concerned about the size on my tag, I’d be wearing something very uncomfortable. I get where they’re coming from, but the execution just seems shady. I think the way forward in dispelling tag anxiety is simply to show women how good fit improves their comfort, posture, and confidence.

  22. Jodi says:

    The no-labels issue is awfully…odd. It’s patronizing, as well as annoying to the consumer. As you said, fulfillment errors happen (I’ve ordered one size and gotten another). There’s also needing different sizes because of weight fluctuation (and not being able to tell which bra is the size you want); not to mention multiple women in the same household. How do you easily tell whose bra is whose?

  23. Evija says:

    Short version: pretty epic review.
    Slightly longer version: too bad I can’t test this yet – Android girl here. Tech note as to why (no references though, educated guessing):
    It *will* take more time for the app to be developed for Android – if ThirdLove’s patented technology uses the iPhone as a reference, and those *do* usually come in +/- standard sizes, Android devices simply don’t, and they don’t even follow a pattern of any kind size-wise or camera definition-wise.

    I really enjoy their idea of half cup sizes, and find it lovely they’re offering smaller bands (someone in the US who has created enough buzz about it could help make a difference!). Anyway, what I really don’t like, besides everything you’ve mentioned already, Cora, is that monthly body changes have not been taken into account.
    Hypothetically speaking: What if the app suggests I’m a half cup size, whichever cup, and I used the app at a specific point in my cycle when the breasts are smaller/larger, not realizing it? I would probably order such a bra in a half cup size and be disappointed, perhaps in the price/performance ratio but perhaps in the fact that this suggests I’m a half-something, and that IS something new. //This is based on your review of the quality of the product itself and of it vs the market. In this scenario I’m a US customer using an iPhone and an average budget for clothing, any kind of, from slacks to bras.
    —This part is before I went to their site, now the part where I did—
    Actually, this particular section in their site makes me cringe: “It’s no secret that 80% of women wear the wrong bra size. But have you ever wondered why that number is so high? It’s because many women fall between traditional cup sizes. That’s why we created our signature ½ cups.”
    NO, WE DON’T. Stop making us look like we know nothing, please, that is irritating. Your microfibre may be soft, but your assumption that there’s only 20% of us who know which size we are comfortable in, and fits right, is just a tad too condescending.

    The site also introduces to the “24/7 T-shirt bra” which, albeit good in idea and marketing, misses the core point that any bra can be a 24/7 bra if it’s adequate in quality and meets the wearer’s expectations. At $75 (ooooh, that’s the price for an E cup! I wouldn’t have known if I hadn’t scrolled below!!) I expect really nice lace. I understand that a start-up may not afford to justify the expense difference between standard cup range A-DD and beyond that but hmmmm…. what’s the app for then??

    So I *really* don’t know. This comment started out as pretty hypothetical, got more emotional as I took a closer look at the products, and maybe someone shares the doubt. I do love me a good startup, and I always wish the best of luck for ideas that are appealing to me, but this one, it still leaves me prettttty skeptical.

    TLDR: I don’t think I’d try anything even if it were free or heavily discounted. I understand the implications of startups and bra sizing – AND app development, above all, but as a potential customer I feel like I’m *really* being spoken to as a small child whose breasts have just started budding, if at all, which I’m obviously not. Lots of room for improvement!

  24. LJ says:

    Your reviews of these fit apps/brands read like investigative reporting, more journalism than blogging, precisely bc you don’t post a pr pitch but your thoughts, questions, and feedback. I read something about the difference between being a journalist vs other forms of media is that journalists publish what others don’t want published – the rest is just PR. In these honestly written reviews and questions posed I cannot imagine your opinions and questions being well received . It does seem like the VC world is eager to come up with the next billion dollar company and lingerie Iis the target. But alas this is not slacks like bonobos, or even glasses like Warby Parker where sizing is simple and fit issues minimal – this is the f’in wild Wild West of underwear. Perhaps there is a reason it hasn’t happened…. I can’t help but wonder do they just hire “YES” people or does no one ask the questions you are asking ie. dollar for dollar can a consumer do better buying another co’s bra. If so they should just stop, bc the rest is a gimmick and won’t lead to return business that it will take to be long term profitable! Having worked in corporate side of intimates I can only imagine the ethos of tech that has to be in place preventing logical and educated industry professionals from speaking up and potentially improving the product and delivery method. Sounds like in this case the delivery method /app works but the product does not match up which is a shame bc that is the RESULT and the only thing the consumer gets to keep.

    • Cora says:

      Thank you for your comment!

      As a quick note, ThirdLove states the samples sent to me were not in my size, and so I’ve removed the fit portion of this review.

  25. Great review! So happy to hear your honest feedback on this. I actually really want to review this myself, but I use an android, so I haven’t been able to. I agree with you– I really want new innovations to give a better experience. But I keep being disappointed with the product itself because bra fit is such a complex issue. I’d love to hear what people of different sizes experience with it, because I think that people who usually wear a 34C (like you or I) are the ones who have the *least* amount of bra issues.

    • Cora says:

      Always good to see you, Caro!

      Just a quick note that I’ve removed the fit portion of this review as ThirdLove states I was not sent the correct size, but I agree…people in our size ranges don’t have many bra fit issues. I’m very interested in seeing how the app works for people at the other ends of the size distribution.

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