ThirdLove has always believed that fit should come first. That meant creating a mobile app that lets women shop for bras online more easily than ever, by allowing them to measure their true size without ever visiting a store. Amazingly, size data from thousands of women revealed that 50% of women fall between standard cup sizes.
ThirdLove set out on a renewed mission to design bras that would really fit real women—tailored to breast shape, size, and even half sizes. Bridging beauty and comfort, ThirdLove’s bras are elevated everyday essentials that make every woman look and feel amazing.
After hearing from hundreds of women, it became clear to us that there were countless women who had graduated from big box, mall lingerie brands and were looking for bras that felt made for them—effortless, versatile, and practical yet still attractive. And they were coming up empty. We saw an opportunity to talk directly to this ThirdLove woman: smart, professional, and possessing a modern femininity and an urban sensibility.
ThirdLove would speak to and show women dressing for their everyday life—expressing the benefits of great bras and underwear as the perfect mix of unseen and ready to be seen.
Photography Art Direction
The theme of the photo art direction is passage of time, as expressed through light and shadow. Thirdlove bras are designed for all day wear, the photography captures a
woman in realistic scenarios throughout her day—in moments of relaxation between outfits, or under a crisp white shirt. The result is evocative of a cinematic style.
ThirdLove’s website needed to clearly communicate the ThirdLove brand’s commitment to perfect fit for all day, effortless wear. Just as importantly, it needed to empower women to feel confident that they were buying the rights bras for their bodies without ever stepping foot in a store.
In close collaboration with the ThirdLove team, we developed the Fit Finder experience to allow women to determine their perfect everyday bra by selecting their body type, bra issues they’ve experienced, as well as their size and style preferences.
“The [photography] creative direction captures her modern femininity and relaxed attitude. It embodies the ease she feels as she experiences all-day freedom of movement.”
Tish Evangelista / Creative Director