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True&Co debuts intimates line designed by 200,000 women
Oct '13
True&Co, the online lingerie retailer pioneering data-driven fit for the apparel industry through a quick and easy online fit quiz and a free home try-on service, announces the launch of their debut private collection, She Walks in Beauty (+ Light).

The collection will feature 10 modern and unique intimate apparel pieces, was designed from the company’s proprietary algorithm behind the scenes that has tracked more than 200,000 members’ fit data over the past year.

“In a world of personalization, we have created the most intimate, personal shopping experience online today,” explains True&Co’s co-founder and CEO, Michelle Lam.

“We are introducing data-driven fit and design for the apparel industry, beginning with lingerie. We started by collecting the largest, most comprehensive dataset of real women and how their intimates fit, then we created the only apparel company to use this type of data to drive critical product development and manufacturing decisions. This is truly lingerie designed for women by women - all 200,000 of them. We are offering this product line exclusively through our unique personal shopping experience and a risk-free home try-on service.”

In dreaming up a concept for her first private label collection, Lam recruited Creative Director, Nikki Dekker, co-creator and designer of boutique lingerie line The Lake and Stars to infuse her sophisticated and edgy, yet always feminine, design aesthetic into the line. The collection includes silk separates, bras in triangle, push-up and long line styles and matching panties.

“This collection marries Nikki’s sharp eye with the fit know-how of True&Co,” Lam said. “Together with our amazing community, we’ve designed a bra that we know will fit, flatter, and provide a totally new pop to any woman’s lingerie drawer.”

Focusing on creating garments that are both visually interesting and versatile, Lam and Dekker chose high-end, luxurious fabrics that are soft to the touch and can be layered under garments both within and outside the collection, making it easier to transition from day to night.

The collection features patterned straps, modern cut-outs and contrast closures in a palette of black, charcoal, mint, nude and poppy. True&Co also leveraged its proprietary data to make smarter manufacturing decisions, partnering with world-class intimate apparel manufacturing companies to make high quality intimates.


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