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Finally, a Bralette That Can Actually Support You

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Lively Just Changed the Game With a Bralette Made for Bigger Boobs

If you overhear someone talking about bralettes, you pretty much know it’s going to be one of two conversations: The first is generally some kind of grateful praise about how the soft-cupped option has totally replaced the traditional, uncomfortable wired bra. The other is a mix of disappointment and frustration from anyone larger than a B-cup, because to put it bluntly, flimsy bralettes aren’t made to support big boobs. Or at least they weren’t before this morning, when lingerie brand Lively introduced one.

The young direct-to-consumer brand brought a fresh, feminine perspective to lingerie when it launched in April of last year. Thanks to the comfort of its offerings, cheeky branding, and its messaging centering on women and their confidence, Lively quickly grew a dedicated fanbase. Now, the brand is widening that circle to include big-busted women with the introduction of the Busty Bralette ($35), a style made specifically for sizes 34D to 38DDD.

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The launch is a direct result from customer feedback — via Instagram and Facebook comments, over email, by phone, and at face-to-face events — and is a gleaming example of how Lively’s focus on inclusion and community isn’t just some marketing ploy.

“We had had so many conversations with our community around this,” says Lively founder Michelle Cordeiro Grant. “The amount of feedback and emails around the need and want for this kind of solution style — a bralette that was stylish, functional, and comfortable, that could support a wider range of sizes — it was probably the No. 1 thing we heard about collectively.”

Available in both black and white, the new style is modeled after Lively’s best-selling mesh-trim bralette, with design tweaks to bring perfect fit and actual support to those with a larger chest. These key differences include a wider, stronger elastic band under the cups, as well as stronger straps and a breathable, soft inner cup for added support.

To the other million lingerie brands out there: Take notes, because we wouldn’t mind if you followed suit. —Tanisha Pina, associate market editor 

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Deal of the Day

Topshop's mid-season sale is going on right now, with markdowns of up to 50% off a ton of stuff. These metallic Mary Janes are on sale for $60, this slouchy gray coat is $100, and this zig-zag jumpsuit is just 40 bucks.

Send this deal to your friends who love Topshop. 

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In the News
How Brands Make You Buy Stuff at Full Price

You know how Everlane, Outdoor Voices, and Glossier never seem to go on sale? That’s because they don’t, really. Instead of wholesaling to a boutique or department store that then jacks up prices for you, they sell “direct to consumer,” which keeps prices down. And because there are no markups, there aren’t any markdowns.

Brands have one very good reason to avoid putting their stuff on sale: Once shoppers are used to a retailer regularly slashing prices, there’s no way they’re going to buy at full price again. The world is so full of brands stuck in promotional death spirals that a recent study found that 45 percent of women won’t even enter a store unless it’s holding markdowns of 41 percent or more. (Like you’ve never delayed buying something because you knew you it’d eventually go on sale.) Retraining shoppers to buy at full price is hard! It’s plagued chains like J.Crew, and it’s part of why so many mall brands are flailing.

The direct-to-consumer brands you see launching almost every other day have a blank slate, and they’re smart to set a no-sales-ever narrative. If you’re buying their stuff without wondering whether you could get it on sale, they’ve successfully incepted your shopping brain. —Eliza Brooke, senior reporter

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Entertainment
How to Get Mickey’s Vintage Look From ‘Love’
Cast of 'Love'

The second season of Love — Judd Apatow, Lesley Arfin, and Paul Rust’s dramedy about modern romance in LA — dropped March 10th on Netflix, and if you immediately binge-watched all 10 episodes, you’re not alone. As our friends over at Vox have already written, Love’s sophomore effort is far superior to its first, with shorter, stronger episodes that accurately capture both the magic and misery of the show’s namesake emotion.

But one thing that’s always been spot-on about the series? Its mostly vintage wardrobe, the work of costume designer Jennifer Eve. To dress the show’s central couple, cynical addict Mickey (Gillian Jacobs) and sweet Midwesterner Gus (Rust), Eve painstakingly scoured the best vintage stores throughout Echo Park, Highland Park, and Silver Lake — all neighborhoods in which the series is filmed.

“Vintage clothing was just a natural fit — for Mickey in particular, but almost everyone else, too,” Eve tells Racked. “I lived in Echo Park for six years, and I feel like I know these characters. They’re real people who re-wear things. Like, just because I shop for a living doesn’t mean that Mickey can!”

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What We're Talking About
  • I’ll click on any article about fonts, and Natalie Kitroeff’s piece in Bloomberg delivered with this spot-on sentence: “Using Times New Roman is the typeface equivalent of wearing sweatpants to an interview.”
  • A big thank you to @plentyofalcoves for calling attention to the sartorial scourge that is joots.
  • The only thing better than The Cut’s Ali Wong interview are the photos that go along with it. As Eliza tweeted, “Wow unsurprisingly @aliwong does a PERFECT PHOTOSHOOT” — a compliment Wong graciously accepted. (Eliza’s still not over it.)
  • Forever 21’s debut of plus-size swimwear only served to remind me how tough it is to find a quality bathing suit for big-boobed girls at an affordable price. If you’ve got recs, tweet ’em at me. —Ellie Krupnick, managing editor
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