In the form of brick-and-mortar, ThirdLove is on its way to New York to open its doors for the very first time. Popular for its ecommerce experience, the size-inclusive brand is excited to showcase its new Fit Lab where two-thirds of the retail space will be fitting rooms. "Part of the reason I started ThirdLove is that there is a lot of anxiety around bra try-ons and bra fit," explained Heidi Zak, ThirdLove's co-founder and co-chief executive officer. "We’re creating a fitting room where it’s more comfortable and feels like your house." The fitting rooms feature adjustable lighting and the option to work with a fit stylist. No measuring tapes or coat hangers will be seen in store. Instead, women can use one of the in-store iPads to utilise the brand's digital Fit Finder, and products will be displayed on tables and on the walls.

The San Francisco-based label is launching its first pop-up in New York's SoHo district from July 24th through to December. The goal of the pop-up is to collect data on customer preferences while offering a new way to experience bra shopping.