Finding Your Fit with True&Co. Intimate Apparel

True&Co. at Hudson's Bay

A collection of lingerie, bras and underwear designed for comfort and confidence.

When Canadian-born True&Co. founder Michelle Lam started her brand, the mission was to create a range of products that would accommodate and flatter every body type. Lam recognized that, often, the reason a bra doesn’t fit is that the size or style is not correct for the customer.

Believing that “bra shopping is the worst,” the brand created bespoke tools like “Your Top 3 Bras” quiz and put customer education at the centre of their business strategy. Through research, thoughtful design and quality fabric, the team truly leaned into their philosophy: “For all of us, every woman, to feel comfortable in our own skin.”

True&Co. features

The True Body Collection
Designed to look “damn near invisible” under your clothing, there is a wide range of fits and features available. Bonded construction creates a seamless look while tightly-knit fabric and wire-free channels provide unparalleled support without bulk.

True Body Classic Padded Bra and Hipster Bottom
True Body Lift Scoop Neck Bra (also available in Plus Size)
True Body V-Neck Bra (also available in Plus Size)

Shop all True & Co. at

True&Co. at Hudson's Bay

The Bra Fit Guide
Band and cup size are equally important measurements for determining your ideal style. It’s also important to keep your measurements current as natural body fluctuations can affect the fit. Hudson’s Bay has developed a Bra Fit Guide that addresses a range of fit issues and helps you choose the perfect style for different occasions.

Explore the Bra Fit Guide at

Photography courtesy of True&Co.