ThirdLove, the third largest e-commerce intimates apparel brand in the United States, announced a new look and feel that is evocative, irreverent, considerate and relatable to what the modern woman wants, said the brand. Through a new verbal identity, visual system and art direction, ThirdLove’s latest evolution features unique, bold hues and fresh language influenced by the brand’s focus on inspiring sexiness through freedom of movement and feel-good fit as well as new brand logo.
Viewing inclusivity and female empowerment as table stakes, and not as a marketing trend, ThirdLove has always leveraged its platform to champion confidence and accelerate the industry’s progress in creating a new norm, said the brand, and now ThirdLove is continuing to show women that her body was never the problem, by leaning into a fun and irreverent new evolution, designed around her body and the intimate movements of everyday life.
“When we first introduced ThirdLove, we had a goal of disrupting the industry norm and shifting the attention from skinny angels, feathers and stilettos to real bodies, comfort and fit. We wanted to embrace women’s version of what it means to be sexy – in their own words and own skin,” said Heidi Zak, co-founder and CEO of ThirdLove. “After paving the way for many other brands to embrace this inclusive belief, we’re taking the next step on our own journey to focus on how our bodies feel. In our world, uncomfortable is unacceptable! We want all women to have the feeling of confidence that comes with comfort, with things that make you feel good, starting with ThirdLove.”
Since January 2021, ThirdLove has more than doubled its total style count as it has expanded its wireless bra, sleep and underwear assortment to meet the needs of its customers. ThirdLove’s upgraded identity highlights the company’s commitment of providing covetable essentials. Taking over all brand, social and marketing channels, this new phase of ThirdLove will highlight its focus on high quality pieces that perform, by trading a neutral color palette and monotone language for a new, modern logo, bold and bright colors.
“This next chapter in our brand evolution understands that our customers are intelligent, and don’t need to be marketed to, but rather heard and understood,” says Ra’el Cohen, chief creative officer of ThirdLove. “Meeting our customers where they’re at with essential elevated products that help them feel comfortable and supported in all they do is our priority.”
For more information, visit ThirdLove’s website at thirdlove.com.
