• Finelines: Bra Fitting App.
    Finelines: Bra Fitting App.

Lingerie brand Finelines has entered into a new partnership to launch a world first, targeted tech development.

The Australian owned brand has joined forces with Renee Mayne, expert bra fitter and blogger aka Bra Queen, to produce the world’s first Bra Fitting App via Apple.

The ‘Finelines Bra Fitting App’ is the first of its kind and operates like a virtual fitting room for women to get advice and tips on bra suggestions for their particular body shape, as well as easy to understand videos on how to measure their own bra size.

According to Finelines, the app in particular aims to: educate women on how to find their correct bra size and the right bra shape for them through the ‘Fit & Size’ calculator and also support retailers by showing women where their nearest stockist is located and gives them directions.

Finelines Bra App co-collaborator Mayne said the development of the app will also have varied benefits for its stockists, including department stores.

“What I love about the app is the fact that it is a win/win for everybody - for women because they don't have to rely on a fitter, it's also great for department stores where service can be an issue and for women who don't have access to a fitter, or may be too shy to see a fitter,” she said.

Simon de Winter Group general manager of underwear Andrea Syme said the launch also signifies a new step up for Finelines, which has recently launched into the US where product been well received through Lord & Taylor.

“The key attribute is Finelines is known by professional fitters as the best fitting bra range in the market and this app strengthens our brand position on fitting,” she said.

“Finelines has the credibility to talk to women on how to be fitted and this app acts as a tool to all those women who can’t get fitted in-store or who aren’t comfortable with being fitted.”

 The Finelines Bra App is available to download for free at the Apple store.

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