Could AI bra fittings be the future?

Lingerie company Womanhood launches AI bra fittings, teaming up with FemTech startup Brarista. 

Going live today, Womanhood is launching an AI bra fitting which will finally make the search for the perfect size easier.

The revolution of this AI bra fitting lies in its simplicity. The user does not need to get naked or even in their bra and knickers for the fitting. The only thing needed is a card the size of a UK driving license or a debit card.

In terms of clothing, the app requires the user to wear a vest top and a pair of trousers in which the belly button is visible.

After positioning the phone, the app guides the user through different poses in which they have to hold the card in different areas of their bodies.

Tanya Robertson, founder of Womanhood, said: “As a consumer, a bra is the first thing you put on every day so it’s important it fits and serves you properly.

“All imagery is deleted after submitted and no named photos are required as the AI has been trialed and tested with real data from both the brands’ communities of bra wearers.

“Your bra sizing will be saved on the website too, ready for your next purchase.”

The University of Huddersfield has been supporting Brarista, beginning a 12-month long project boosted by a grant of £50,000 from Future Fashion Factory.

Bella Trang Ngo, founder of Brarista, said: “We wanted to provide a better way of getting professionally-fitted bras for consumers. 

“Having been a professional bra fitter myself by eyesight, I learned that the market is flawed. The most popular fitting method is with a tape measure, but that has been shown to be only 30 per cent accurate.

“That method does not consider shape, or inconsistency of fit across different products. Because of that, bra consumers experience a lot of physical discomfort, self-confidence issues and at times health issues.

“We believe we can do it better, and we are using artificial intelligence. The idea is that with a few photos of the upper body, non-naked, you can get your current bra size and best fit across different products.”

The AI bra fitting has been launched today on Womanhood.