Here’s How ThirdLove is Changing the Lingerie GameHere’s How ThirdLoveIs Changing the Lingerie GameSharesA sexy brassiere may seem like the last thing that could be empowering, but thanks to a growing shift towards body positivity, the perception of lingerie has also started to change. Instead of corsets being used to please a lover, women now see undergarments as a symbol of embracing their own femininity. Bra startup brands like ThirdLove see this notion as ‘taking back the reigns’ on the lingerie concept, especially since most lingerie ad campaigns are usually geared towards pleasing the opposite sex.“There’s an antiquated idea that still drives a lot of lingerie brands’ marketing — at the core, it’s about what is sexy to a man,” says Heidi Zak, Co-Founder of ThirdLove. “At ThirdLove, we actually don’t use the word ‘lingerie’ at all, instead we empower women by giving them back the reigns when it comes to finding their bra size.” “We empower women by giving them back the reigns when it comes to finding their bra size.” – Heidi ZakLaunched in 2013, the ThirdLove brand was co-created by Heidi Zak, an ex Google employee, who was was tired of ill-fitting bras and awkward department store fittings. Focusing more on fit, and less on appearance, Zak’s ThirdLove bra line offers cup sizes A to F, as well as in-between cup sizes to guarantee the perfect fit. Technology is also a key asset to finding the perfect ThirdLove bra, as the brand uses a special Fit Finder quiz and Sizing App tool to help size yourself at home. “We provide women everywhere with the tools they need to size themselves from home through our Fit Finder and Sizing App,” says Zak. “We offer both an iOS App to size yourself from home (a few snaps in the mirror with a fitted tank top and an iPhone are really all you need), plus a Fit Finder quiz to find your perfect size in seconds on our website. It’s our goal to make it incredibly simple for women to find their size and the bra recommended for their shape at the click of a button.” Interactivity and customization through social media also play a big role to the brand, as Zak states that platforms like Instagram and Facebook have allowed the brand to start helpful and honest conversations with customers. This helps the brand develop new styles and campaigns, as well as learning what consumers exactly want and need in a bra. “We use social media as a place to educate women on breasts, bras, and sizing and help them find their perfect fit — answering many questions along the way,” says Zak. “We also use these communities as a way to ask about potential new styles, colors, or campaigns — we have a free focus group right at our fingertips.” However, empowerment still is a big part of the ThirdLove mission, as Zak states that all women should always feel sexy and confident in all undergarment pieces. And being that no two women are the same bra size, the brand is always committed to using using real life women in their ad campaigns.“Real women wake up in the morning and put on a bra, not lingerie” – Heidi Zak“We design beautiful and comfortable bras and underwear — because real women wake up in the morning and put on a bra, not lingerie,” says Zak. “Yes, bras and women can be sexy — but they can also be so much more than that. Women are mothers, bosses, leaders, partners and so much more. Our customers wear our bras to work, while they’re out with friends, and when they’re just hanging out with their families — and we want them to always feel comfortable and confident.” Courtney LeivaCourtney Leiva is a lifestyle and beauty writer who has contributed to Refinery29, Women's Health, NewBeauty, Byrdie and Self.com. When she's not writing, she's usually found experimenting with new gluten-free recipes that pop in her head. Follow her on Twitter and Instagram @misscourtneysays!