True And Co And The Lake And Stars

Let’s be real — no one really jumps for joy at the thought of going brassiere shopping. With the touchy-feely sale associates and one-size-fits-all branding, it can be an anxiety attack waiting to happen. So, we were over the moon when S.F.-based start-up True & Co. hit the market, offering a personalized way to tackle undergarments. Pair its unique approach with the sexy, stylish silhouettes designed by Nikki Dekker of The Lake & Stars and you've got a collaboration for the (boudoir) books.

The new, ten-piece private label, dubbed She Walks in Beauty (+ Light), offers slinky, feminine fabrics that boast major oomph, all available at crazy-affordable prices (price tags are between $24 and $94). Are you squeeing yet? The coolest part, besides the pretty bedtime garb, has to be the rich data True & Co. pulled from its customer base of 200,000+ ladies to help give the merch top-notch fits.

"Collaborating is easy when you see eye to eye with the woman you are designing for," says True & Co. founder Michelle Lam. "The data from our 200,000 women gave us confidence that we were addressing all the important must-haves — the fit, the comfort level, and the intimate touches to make the collection even more special." The collection launches today on True & Co., but we’ve got a sneak peek of the gorgeous lookbook, right here. It's high time to lounge in those undies, ladies.