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How ‘30 Under 30’ Startup Choosy Is Using Social Media To Make Fast Fashion Even Faster - Forbes

ArtieWolff Mart 07, 2021

How ‘30 Under 30’ Startup Choosy Is Using Social Media To Make Fast Fashion Even Faster - Forbes

How ‘30 Under 30’ Startup Choosy Is Using Social Media To Make Fast Fashion Even Faster - Forbes

Posted: 24 Apr 2020 03:07 PM PDT

Can a startup be considered both a fashion company and a tech company?

In the case of Choosy, that's a resounding 'yes.' The brand that leverages artificial intelligence to identify fashion trends first launched in 2018, and has revolutionized the way women's clothing is manufactured by closing the loop between social media and fashion — and making it even tighter. And here's the cherry on top: it does so without producing waste, by matching demand and supply with predictive technology.

"Our algorithms go through the entire realm of social media," cofounder Jessie Zeng explains. "We follow everyone that has some type of fashion influence on social media, and we aggregate this database that visually tracks all of their posts, and all the comments on their posts. And then we track how it performs over time, as well as what people are actually saying in the comments." This allows Choosy to rank the popularity of specific items using natural language processing.

Essentially, Choosy defers to Instagrammers' takes on styles to design women's essentials, from streetwear to special occasion items.

I spoke with Zeng, who was included in this year's Forbes' 30 Under 30 list in the "Retail & E-Commerce" category along with her cofounder Mo Zhou, about how the data-driven shopping site Choosy is flipping the script on the fashion world.

"We started Choosy with the goal of using technology to deliver top trends and fashion in a smarter way. We wanted to put the styles that women love on social media, directly into their hands. At the same time, we wanted to use artificial intelligence to refine style selection and production," Zeng explains.

But first, a bit of a backstory: While Zeng was working as a trader at Citi, she was fashion blogging as a side hustle. That's when she recognized the link between certain fashion influencers and the power that influencers can have on determining whether a trend will be a hit or a miss. (Once a trend becomes ubiquitous on Instagram, it's usually a good indicator of whether its popularity among consumers will follow suit.)

Zeng launched the company with two fellow Citi colleagues, including Mo Zhou, 27, who serves as chief operating officer, and Sharon Qian, who originally served as chief technology officer, but left the company in 2019 to focus on a Ph.D. in applied mathematics at Harvard.

Thanks to long-standing relationships with hundreds of factories in China (Zeng was raised in China and her family runs some factories there), she identified a network of small, agile textile factories, making it possible to produce a range of items in small quantities —as little as 80 units at a time — practically on demand.

"What's special about Choosy is that we match supply and demand in real time. So on the supply side, we have innovated by being able to dramatically reduce the waste and by producing smarter pieces that people actually want, but also on the demand side, we're unique because we're 'social' first. For example, when we were growing up, we'd go to the mall after school and that's where buying intent really occurred. But someone who is 19 or 20— they really exist more in the virtual world of social media. So today that's where people are getting ideas and inspiration of what new outfits they want to purchase. Choosy is among the wave of these new brands that are actually meeting the customers where they are."

By producing in small batches, Choosy holds minimal inventory and uses only readily available repurposed fabric, which is eco-friendly.

The algorithm Choosy employs helps identify what's trending in women's fashion and also involves the Choosy customer by having her "vote" and validate products.

A classic example of an item that was "tested" is a pair of two-colored pants: since it was a forward trend, Zeng was unsure about whether the pants would be well-received or rejected by the community. The algorithm had identified them as a trend, and now it was up to the Choosy customer: they were produced in low quantity as a test, and ended up being a bestseller.

"The items on our own Instagram are the products the algorithm has already picked up. So we want validation on our social media and / or newsletter, by asking our customers something like, 'we only have enough room for one suit — which one do you want, left or right?' And that tends to work really well because the customer feels empowered and like she's part of the decision-making process."

Creating a sense of community is also important to Zeng, "by just allowing our customers to engage with us and letting the customer be part of the brand's growth."

A critical part of growth is evolution and reinvention — something incredibly important to Zeng.

"For me reinvention is really about adapting to change, no matter what challenges come about in life. As a small company, it's so important to be nimble," Zeng explains. "The biggest benefit of a start-up is being able to make decisions quickly. For us, that means being proactive in everything from trend forecasting to applying the technology we've developed, to different use cases beyond our initial plans."

Reinvention is also about pivoting, which Zeng mastered ever so gracefully when she went from team member to founder, and pivoted from finance to fashion.

She left Citi to focus on Choosy when she realized the idea had potential for growth:

"In the very early iterations, when I was doing it by myself, I was literally fulfilling orders out of my apartment in NYC. My cofounders said, 'I think we have some traction here, maybe we should go raise some money.' I was doing photoshoots on my roof and there were sewing machine labels everywhere!"

Choosy's official launch was in the summer of 2018, after the startup received funding. To date, they've raised over $10 million in funding.

"We were pretty scrappy, until we essentially raised the first round of funding."

But being a small, scrappy team is what gives Choosy the ability to be agile.

One of the changes Choosy has made is its recent partnership with the shopping platform, Verishop, with the goal of continuing to change how the world shops.

"Business initiatives such as this exciting partnership with Verishop have had an added layer of complexity because of COVID-19, but we're taking each step day-by-day to make sure we're able to serve our community and keep our employees safe. We make plans and backup plans with as much information as we have at the time, and avoid getting bogged down with 'what-ifs.'" 

The partnership means that Choosy apparel is now featured on Verishop's Millennial and Gen Z-focused e-commerce site, with Verishop also acquiring the rights to select Choosy data and technology assets. (Verishop was cofounded by ex-Snap Inc. executive Imran Khan).

"We're a small team so we're able to make decisions and adjustments quickly. This is crucial, especially now, since information is changing every day. We're fortunate that our industry hasn't been hit as hard as hospitality or luxury retail. We make sure to keep high spirits and check in with our team every day."

In the face of constant changes, Zeng is fueled by what the future holds and grateful for the highly engaged community that Choosy has built. The brand held its first IRL pop-up in its New York City headquarters in 2019, and hopes to merge physical with virtual again soon, as was originally planned for 2020. In the meantime, watch for Choosy's next move as the accessible brand that is democratizing fashion.

Fashion Designer Jonny Cota Talks Winning Amazon’s “Making The Cut” - Forbes

Posted: 24 Apr 2020 06:22 PM PDT

Jonny Cota, 35, the Los Angeles designer of the streetwear brand Skingraft, has won Amazon's Making the Cut. The competition show on Amazon Prime boasts a $1 million prize and perhaps more valuable to an emerging brand, a deep collaboration and placement on Amazon's online retail platform. You can see the Jonny Cota Studio collection here.

Making the Cut, hosted and executive produced by Tim Gunn and Heidi Klum elevates the fashion competition show by recruiting designers with established businesses. The competition starts out like similar shows but in later episodes tasks contestants with business challenges such as creating digital marketing "campaigns" and pop-up shops—sales from which determined the winning item to be sold on Amazon's Making the Cut store. The two finalists were then required to write and present their business plans to the president of Amazon Fashion, Christine Beauchamp articulating how they would invest the prize money . Ms. Beauchamp in turn provided perspective to the celebrity judges.

Of the two final collections presented, Cota's represented a sophistication and maturity that is ready for primetime (pun intended). His lifestyle brand intentions are clear in photo and video styling and in the visual merchandising on the exclusive Amazon store. His approach to non-gendered garment design is refreshing, as many of the items are presented in a "unisex" category on the ecommerce site.

Kudos to the producers of the show for using a variety of sizes and shapes of models, male and female, although a broader view of male sizing would be appreciated.

Throughout the competition, Cota exhibited an openness to feedback without losing his vision—qualities that mark a strong leader. While his aesthetics evolved over the course of ten episodes presenting products that have a broad appeal, his confidence and drive were seemingly unwavering.

I had the opportunity to talk with Cota about his business, where it has been and the potential impact this high-profile exposure could have on his plans.

CP: Tell us about your customers. How do you think Skingraft customers will relate to the new Jonny Cota brand?

JC: I think (Skingraft) customers feel like they found something special that no one else in the world knows about. They celebrate the niche and how secret it is. And there is something valuable and special about that.

Jonny Cota is launching to the world, a much wider audience. My challenge will be, how do I maintain a special feeling for a worldwide following. I want people to feel like they're part of a family, or they discovered something they want to share with their friends. I used to always value the word exclusive. Now I think I value the word inclusive.

CP: How do you see the relationship between the two brands; Skingraft vs Jonny Cota. Do you see that as a singular voice?

JC: Nope. Nope, I'm thrilled to keep them separate stories. Skingraft will find its own path, the majority of my energy moving forward is going to go into all things Jonny Cota and launching the Jonny Cota Studio collection exclusively with Amazon. Then all (that goes into the) Johnny Cota lifestyle brand; that's the majority of my energy will go. Skingraft will continue being the goth stepchild we all love.

CP: So, you do have in your mind some architecture and structure around how the brands relate to each other. Jonny Cota Studio is the collection we're seeing on Amazon right now. And beyond that you're going to develop Johnny Cota?

JC: It'll be in the future. Right now I'm focused on Jonny Cota Studio. And to be honest, the traction it's gotten since the page went live has been huge. So I think it will demand a lot more of my energy this year and I'm happy with that. I mean I'm getting a mentorship with Amazon.

CP: Tell us about your business plan. Has it changed since you initially wrote it? I mean, we have this little global pandemic thing going on. What's different now?

JC: My business plan is the same. My business plan is to focus on investing in sustainable business practices, investing in a new facility (in Bali) that we can effectively manufactur our merchandise while keeping sustainability in mind.

However, I had aspirations to launch a high-end luxury brand at the end of 2020. I'm going to push that off for a few years. I feel like Making the Cut gave me so much momentum. Johnny Cota Studio collection I'm thrilled about, and the world is struggling economically right now and I feel like it's kind of a perfect storm for me to focus on accessible price points and safe, accessible silhouettes.

CP: Your mentorship with Amazon started after your win. Tell me a little bit about the mentorship with Amazon Fashion what you've gotten out of it so far.

JC: We started as soon as we wrapped filming at the end of the summer. We check in once or twice a week with different people on the Amazon team who are just answering our questions and guiding us to transition from a small niche brand to a global brand. That will give us all the tools we need to excel on Amazon.

It's everything from guidance on how we can expand our sizing, how we can give more specific product descriptions, how their customers respond best to photos and clean imagery. I will tell you that I have learned so much from the Amazon mentorship that I have taken these practices to the Skingraft website and I'm scratching my head thinking I was missing out on sales for 10 years because our size ranges, the site wasn't fast enough and our descriptions were just a few bullet points. We learned to give the customer everything they need to be excited about purchasing. We've learned a ton.

CP: I've been watching Amazon's attempts at being more relevant in the fashion space, not just apparel but fashion. The quality of the production and the collaboration with Heidi and Tim fits squarely in that idea. Do you see Johnny Cota Studio contributing to that effort?

JC: I was watching the finale and I turned to my husband and I said, "Can you believe that two dark, edgy designers are vying for the grand prize on Amazon"? It was almost unexpected.

Amazon is providing so many tools to succeed. What I'm giving back to Amazon is a new fresh perspective that I think is going to attract a different audience and is going to help inspire more designers—fashion that is a little more edgy.

I'll speak to one thing specifically. We offer a lot of unisex silhouettes and we've been working with the (Amazon) team about how these product listings (work) on the Amazon platform. We figured it out for the launch, but the takeaway from the team was, "Okay, we might be able to change a little bit of our system, because we want to champion unisex products. But the way that we've created our site infrastructure, it doesn't allow for those listings to be prominent". It's a give and take, I feel like they're also learning from our collection.

CP: Your winning boiler suit from episode 107 in the Making the Cut store site only was shown on a woman, and offered in women's sizes. I know it was intended to be unisex. That issue is a legacy of retail and general practices in merchandising, so it's not just you and it's not just Amazon.  It represents a whole new way of thinking about sizing and how garments feel and fit.

Unisex sizing and styling is becoming more accepted by a wider audience because it is more inclusive and loose when it comes to those traditional restrictions. So in your Skingraft business over the past 15 years when did you see that becoming important to your brand and to your customers?

JC: Day one. Day one we were sending any body types down the runway with any gendered clothes. It's never really been an issue for us. In episode 108,  I sent a boy down (the runway) in the pleated silk chiffon dress. I didn't make some big argument about it, it didn't have to be this groundbreaking argument about gender; it's just this boy who looks incredible in this dress. It's just been so integral with how we've always approached it. We've just launched the Jonny Cota Studio collection on Amazon and half the products are shot on a boy and a girl. It doesn't scream unisex. If you look at men's sizing, this is the size; if you look at women's sizing this the size.

CP: Have you gotten any feedback from your traditional customer base as to their perception of how you've evolved and what they're seeing online now?

JC: I was worried that our loyal customers would feel left behind.

But on the contrary, the messages I get constantly are that they are so excited for me and it's so exciting for the brand. They feel like they bet on this winning racehorse 10 years ago and the whole world is experiencing it now. I've gotten so much positive feedback from customers.

CP: There's room for all those things—Skingraft, Jonny Cota Studio and Jonny Cota. Given your position in the marketplace prior to Making the Cut, I'm sure you've been approached or you have thought about participating in other fashion competition programs. How did you perceive Making the Cut differently than the others?

JC: I've been approached by a number of competition shows, and none of them excited me or I also knew that I had no chance to excel in a lot of the other competition shows. When I heard about the idea for Making the Cut, focusing on entrepreneurship and being a creative director and running a brand, I was like, that's me, I can do that! And I'm so happy I made it far enough in the competition to where I could really flex my muscles and show that—for example the digital campaign and the pop up shop. I mean, if this was a different competition with the same cast someone else may have won.  There were incredible designers, incredible sewers, incredible tailors on that show, but I think I shined most when I had the opportunity to show all the other demands and all the other skills that are required of a creative director and the leader of a brand.

CP: Jonny, thank you and congratulations. And just a bit of a reminder, there are a lot of big guys out there. I'm a 54 regular suit so keep me in mind too, man.

JC: You know, we've been thinking a lot about this. This is one of the biggest lessons we learned; we need to produce sizes for a much broader audience so this is our top priority; with every collection we're going to get farther and farther.

5 Fashion Brands Pivoting To Create Masks For The Public - Forbes

Posted: 24 Apr 2020 03:48 PM PDT

Each day more cities and states are asking the public to wear protective face masks when out to help reduce the spread of the coronavirus, which naturally has left a lot of people to ask: where can I find protective masks?

With essential N95 and medical masks in short supply for medical workers, you should not be purchasing these types of masks (and if you have any that are unused, consider donating to a local hospital). Instead, the CDC recommends that the general public wears cloth face masks when out in public.

In response to these changing recommendations, many fashion companies have added cloth masks to their offerings, many of which have a charitable component as well. As a reminder, these masks are not for medical use and are not a replacement for personal protective equipment. In addition, you should still try to maintain social distancing whenever possible, wash your hands regularly, and avoid touching your face.

If you are in need of a face mask to wear, here are a few brands to look at:

Katie May

Bridal brand Katie May is known to bring upscale glamour to their dress designs, so naturally their mask designs are equally stylish. The "Protective AF" mask is unisex and great for everyday wear, and the brand also unveiled a few sequin and lace-embellished designs for ultra-chic options.

In addition to receiving a glamorous mask to wear out in public, for each mask purchased, Katie May will donate 3 utility masks to those on the front lines keeping communities safe and healthy. Their goal is to donate 20,000 masks and also provide a donation to charities like No Kid Hungry.

Learn more about Katie May's masks initiative here.

RESA

RESA is one of my go-to brands for California-cool party dresses and the best prints around town, so I was ecstatic to see them release an assortment of cloth masks for personal use. Featuring the same colorful prints as their clothes, these masks are great for wearing to the grocery store or pharmacy, and the bright colors are sure to liven your mood. They are also made right here in Los Angeles!

In addition to making masks available to the public, RESA has also donated masks to nurses and other medical workers.

Learn more about RESA's masks here.

8 Other Reasons

Accessories brand 8 Other Reasons makes beautiful hair accessories, jewelry, and handbags. Just like their fashionable designs, they introduced masks that are sleek and cool. Made with a mix of viscose and nylon, these masks are stretchable and comfortable, as well as machine-washable.

All proceeds from mask sales will be donated directly to the World Health Organization's COVID-19 Solidarity Response Fund.

Learn more about 8 Other Reasons' masks here.

Alice + Olivia by Stacey Bendet

Alice + Olivia makes adorable clothes for the fun fashion lover, so of course the contemporary brand is offering a stylish face mask, too. Their mask features the brand's iconic "Staceface" pattern.

Not only is the mask super cute, but for each mask sold, Alice + Olivia is donating a mask to communities in need.

Learn more about Alice + Olivia's mask here.

Buck Mason

Don't forget masks for the men, too! Menswear brand Buck Mason has created these anti-microbial coated masks for everyday use. The coating is incredibly durable and will last up to 30 wash cycles.

Not only is Buck Mason developing masks for consumers to wear, but they have also made it their goal to donate one million non-medical masks to their California community. For each mask sold, they will donate one mask. So far, they have 373,510 masks set to donate.

Learn more about Buck Mason's initiative here.

Bleusalt

Bleusalt makes great everyday staples, and this versatile neck scarf is another must-have piece! Tie it around your neck for a chic French look, or wear as a face mask if you're in a pinch. The material of the scarf is both breathable and anti-microbial so it will make a great mask stand-in.

Miley Cyrus fights coronavirus with fashion in Gucci face mask - Page Six

Posted: 24 Apr 2020 01:34 PM PDT

Miley Cyrus is staying safe without sacrificing style during the coronavirus pandemic.

The "Slide Away" singer, 27, stepped out with boyfriend Cody Simpson for a coffee date in LA on Thursday, covering her nose and mouth in a black face mask adorned with Gucci's iconic double-G logo.

Cody Simpson and Miley Cyrus
Cody Simpson and Miley CyrusBACKGRID

She paired the high-fashion item — likely a bootleg job, considering Gucci does not currently sell face masks — with rugged black boots ($980) from the brand, along with a RE/DONE T-shirt ($90) and camouflage pants by New Girl Order.

For those seeking a mask like Cyrus', a similar style will set you back around $20.

Simpson, 23, went the simpler (but still CDC-approved) route in a standard-issue blue surgical mask, plus a Johnny Cash tee and dark jeans.

The couple have been quarantining together during the COVID-19 crisis and sharing frequent updates with their fans; Cyrus recently gave Simpson a haircut as well as a glam makeover, and the two even delivered tacos to a local hospital to thank its hardworking staff.

Los Angeles mayor Eric Garcetti has urged all residents to wear masks to slow the virus' spread; Governor Andrew Cuomo recently ordered New Yorkers to use face coverings as well.

Miley Cyrus and Cody Simpson show off their face masks.
Miley Cyrus and Cody Simpson show off their face masks.Instagram

The 6 Best Fashion Tapes By Mackenzie Grant - Bustle

Posted: 25 Apr 2020 04:22 AM PDT

If you need to patch up a loose hem, secure a bra strap, or fasten a button gap but lack sewing skills or time, the best fashion tape prevents wardrobe malfunctions, can work on various fabrics, and is simple to use. Understanding how and even where you will use the tape to address common clothing issues is key. Here are a few tips to keep in mind before you shop.

Fabric Needs

Before you buy fashion tape, consider the fabric that will likely require mending. Some fashion tapes are strong enough to hold heavier fabrics like denim or wool, but can damage lighter fabrics like chiffon, silk, and cotton. Stronger adhesives work well on fabric-to-fabric fixes like hems, but can irritate your skin if you're using them to adhere a strap to your shoulder, in which case it may be better to shop for a tape that is safe for sensitive skin. There are even waterproof tapes that are made specifically for securing bathing suits straps.

Ease of Use & Portability

Most fashion tapes are designed in pre-cut strips that are great for on-the-go wardrobe malfunctions and are ideal for bra straps and smaller fixes, but limit you to only using them one at a time. Fashion tapes that come on spool dispensers are easy to use and allow you to cut as much or as little tape as you need, which is ideal for securing larger swaths of fabric, but not the best when you're out and lack scissors. For portability, shop for a tape that comes in a portable dispenser, making it easy to have an emergency back-up supply in your purse.

It's time to shop for fashion's best-kept styling secret. This list includes highly rated fashion tapes that are loved by reviewers and are considered the best on the market — including one trusted by Jennifer Lopez.

We only recommend products we love and that we think you will, too. We may receive a portion of sales from products purchased from this article, which was written by our Commerce team.

1. The Overall Best Fashion Tape: The One That Kept J.Lo's Dress Secure

While a toupee tape may seem like an unusual choice, this is the same tape that held Jennifer Lopez's famous green Versace dress in place, and it is one that celebrity stylist swear by. The double-sided tape comes in strips and can be applied directly to your skin or between fabrics. This clear tape stays hidden under clothing, but some reviewers said that it may be easier to see against darker skin tones. The medical-grade adhesive is hypoallergenic and strong enough to hold heavier fabrics, though some reviewers advise peeling it off slowly from your skin.

Helpful Review: "This stuff is a dream for keeping clothing in place. I tape lower blouses to my chest/bra to prevent any accidents and have been using it for that forever. Way better than run of the mill 'fashiontape.'"

2. The Best Fashion Tape For Sensitive Skin

It can be difficult to find a fashion tape that doesn't itch or cause irritation. This double-sided, hypoallergenic fashion tape for sensitive skin is designed in strips that keep clothing where you want it, while also preventing skin from feeling any discomfort. The residue from the adhesive easily washes off, however, some reviewers mention that because it is so easy to remove, the tape won't hold heavy fabrics like wool and denim. This is an excellent choice for smaller jobs like loose straps or a lightweight top's deep V-neck, but you may want to explore other options when it comes to hemming or holding heavier fabrics in place.

Helpful Review: "I love using Fearless sensitive tape as it doesn't react with my skin. I have used this tape on many clothes and it sticks well. It has even gone through the washer and dryer multiple times and it still holds. Even getting hot, sweaty, and wet at an amusement park....it held."

3. The Best Tape For Bigger Fixes

If you're just figuring out how to use fashion tape or have a larger piece of fabric that you need to keep in place, this double-sided tape is a great option. It comes on a regular tape dispenser instead of in pre-cut stripes. This means you can cut as long or short of a piece of tape as you need. This is also better for projects that require more tape. Instead of lining pre-cut strips one-by-one, you can easily customize the length to fit your needs.

The manufacturer warns that this tape is not to be used on delicate fabrics, so choose a different tape when working with silk and lighter fabrics. Reviewers have also pointed out that it is not ideal for sensitive skin and can cause temporary redness, so it's a good idea to rely on this tape for fabric-to-fabric adhesion.

Helpful Review: "Used this tape for the first time today on a pair of sling back sandals. The straps kept slipping so I used the tape and they did not move an inch until I took the shoes off."

4. The Most Portable Fashion Tape

To prevent on-the-go wardrobe mishaps, this fashion tape is the ideal solution. It comes in a portable tin that you can toss in your purse or bag and works equally as well on fabric-to-fabric as it does skin-to-fabric. This double-sided, hypoallergenic tape is perfect for hemming pants or skirts and reviewers say it stays on even after you sweat and is gentle on fabric. It even holds up after a common fashion tape mistake: if you forget to take the tape off before tossing clothing in the wash, reviewers say it won't melt into your clothes and will still prove easy to remove.

This is also the best value of all of the pre-cut strips on this list — you'll get 108 strips in total in three separate portable packages.

Helpful Review: "This tape is amazingly strong considering that it doesn't leave any sticky residue. Even shirts that are small and pull open between the buttons are held secure for the entire day. The tape does not dry out throughout the day-— it [has] been my experience that once it [is] placed, your shirt never pops open between the buttons. Would highly recommend for this reason; most fashion tapes I have previously purchased did not prove strong enough to hold tight button down shirts closed."

5. The Best Waterproof Fashion Tape For Swimsuits And Activewear

Finding fashion tape that stays on in the water is a rarity. But this waterproof tape comes in a traditional tape dispenser that is easy to use and allows you to cut to the specific length you need. This clear double-sided, medical-grade tape is safe to put directly on your skin. It's designed for bathing suits and will hold waterproof fabrics in place, even after a swim, with one reviewer saying they stayed in the ocean for hours without the tape budging.

The stickiness does make it a little more difficult to use, as some reviewers say it can be tricky to separate the tape from its paper covering or even your fingers. Most reviewers agree that this con is outweighed by how well the tape works.

Helpful Review: "Last weekend I went to the beach and I have a new swimsuit that I wanted to make sure would stay in place even in the pounding surf. I decided to try this tape since it says it is waterproof… and IT WORKED! I spent hours in the water and walking the beach and that stuff stayed on and held in place both on my skin and on my swimsuit the entire time. I didn't feel like I needed to readjust or pull my top up or anything."

6. The Best Fashion Tape To Replace A Bra

For backless dresses or tops, this medical-grade breast lift tape is a bra-less solution that stays in place and is safe for your skin. This transparent, double-sided tape works on all cup sizes, according to reviewers, and one reviewer who wear a J-cup said the tape provided lift and held her breasts in place without a bra.

The hypoallergenic tape is waterproof and lasts up to 24 hours. If you're worried about removing it, one reviewer suggests using warm water or baby oil, which breaks down the residue so that you can take the tape off without pain. The tape comes with 10 nipple covers and in two widths (two or three inches) and two cup size ranges, A-D and DD and above.

Helpful Review: "I've tried several methods of bra-less support for my size D but none have been 100% perfect until this tape. It provides flexibility to adjust the amount of cleavage or to provide separation if that is what is needed for an outfit. It provides great lift and stays put until you are ready for it to come off."
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