Since it launched in 2012, True&Co has greatly improved online lingerie shopping with a fit quiz that takes into account your shoulder straps, breast shape, and band size to give users the most accurate bra fitting. Now the company has more than a million contributing customers, which, it says, only helps increase accuracy in future fittings by providing more data.
For fall, it has launched a new collection of bras and underwear in soft fabrics and rich jewel tones. The bras themselves are simple and streamlined, with no bows or embellishments — the better to wear under a tee or button-up. "We were intrigued by the concept of a multifaceted, powerful woman," says Michelle Lam, the brand's founder and CEO. "She fascinates because of the power of her personality, not the trappings of being sexy." Click through the slideshow for some new pieces from True&Co's fall collection.BEGIN SLIDESHOW