Long live the fitting room! Actually… not really. Our CEO Michelle Lam was inspired to found True&Co. after a particularly painful bra shopping experience. One of the first things to go? The dreaded fitting room, complete with fluorescent lights, unflattering mirrors, and a stranger getting really up close and personal. Susan Brickell at Shape.com is all for our new-and-improved bra shopping solution. Here, she calls out our Fit Quiz, Personal Shop, and Top Three Bras, along with some love for our naked-but-better True Body collection.