Triumph Lingerie Launches a “Smart Bra”

July 8, 2020

By ELLEN LEWIS

Timing is everything and no statement could be more prescient apropos Triumph Lingerie and their new Fit Smart Bra. Launched early 2020 on the cusp of Covid 19, it is a revolutionary wire free design that adapts instantly to a woman’s breast shape and promises ultimate comfort all day long. Wire free bras have been surging in the Intimate world, even before the ‘work from home’ credo changed our lives. The exclusive construction of the Fit Smart bra takes the growing quest for comfort, a softer profile, lift and adaptable fit to a whole other level. Triumph spent 2 years developing and testing the bra after learning that 70% of women claim their bra sizes fluctuate, daily, weekly, monthly and over the course of a year. Add to this fact that women each have a unique shape and each of those shapes require different sizes and you can understand why bra fit is so complicated. As Sian Thomas, Global Head of Creative Design at Triumph International, told me “You need a PHD to understand bra sizing”.

Fit Smart features simple and flexible sizing, offering a modern alternative to traditional bra fitting: four simple sizes that will fit around 35 combinations of sizes. This is made possible by an innovative construction that uses sonic banding and sonic bonding to integrate the exclusive 4D Cups and 4D stretch lace. This intelligent construction allows the bra to shape to a woman’s body. Dubbed the “Smart Bra”, not only does it eliminate size confusion, but it also guarantees the holy grail of comfort.

Currently targeted for A-E cups, Triumph, renown for its R&D, is analyzing feedback and watching the momentum of sales. Expectations are that sizing potential will expand to accommodate G, H and I cups. But like everything Triumph creates, the customer will ultimately decide. What I love about the Fit Smart journey is how perfectly it channels Triumph’s new Design for Life mission: allowing a woman’s individual body and lifestyle to drive product development. Personally, I am one of the 70% who have spent my entire life waiting to take my bra off the moment I get home. Based on initial reactions on Fit Smart, I am waiting with bated breath for availability in my size!