Heidi Zak Explains

Heidi Zak (left) and Ra'el Cohen, founders of ThirdLove. Continuing her crusade against Razek, Zak further describes Victoria's Secret's ignorance, noting how obviously they market towards men selling a male fantasy to women” and the complete disregard for the reality we live in: the reality where women go to work, breastfeed their children, play sports, care for ailing parents, and serve their country” and aren't limited by archaic ideas of femininity.
None of us really agreed with it from the beginning.” Plus, the company had just come out with another campaign celebrating women's individuality with the slogan To each, her own.” It was like ‘what if a woman wants to be in the show or watch it, why are we telling them what to do?'” a source we'll call Kate said.



ThirdLove is famous for its game-changing Fit Finder® tool (used by over 12 million women); and, most recently, for a well-publicized spat with Victoria's Secret More importantly, Zak and designer Ra'el Cohen have created a modern, beautifully-fitting t-shirt bra that's pretty close to perfect.
Ahead of the annual VS Fashion Show, model Robyn Lawley started a petition encouraging a boycott of the show due to its lack of size diversity, according to Teen Vogue ; she partnered with ThirdLove, who donated a bra to the Support the Girls organization for every Instagram post hashtagged #weareallangels.

That's something that really resonated with me, and when you think about how that applies to the company here, I think I also have expectations that people ask a lot of questions, own their own journey… And I think those are really important pieces of running a successful business as well.
But more than 30 percent of women are in between standard cup sizes—and they are all too keenly aware of it day in and day out as they uncomfortably tug at their bra straps. I walked out of the store with a bra that didn't really fit, and I had that pink-striped bag in my hand and I took it and stuffed it into my backpack because I was embarrassed to be shopping there,” she said during an interview for this story.

It was the eleventh hour and I had two options: Head out to the store to try on dozens of bras or stick with the ill-fitting option I already owned. Heidi Zak Many women also don't feel comfortable with current options for getting fit for a bra, which is why our sizing app has become so popular.

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