Brief:

• ThirdLove on Wednesday expanded up to 78 size options, including band sizes between 30 and 48 and cup sizes between AA and I. 

• The company says its sizing launch differs from competitors in a few ways, including the fact that it fits each cup size on at least 20 women (not industry standard fit models) with different body types and breast shapes. The company also doesn't fit based on one size and then scale up or down, which is common industry practice.

• A campaign marketing the launch features 78 women who are not models and differ not only in size but also in background, ethnicity, age, sexuality and gender identity. The company says they all represent the company's mission to "help ALL women feel valued and supported by the brands they love."

ThirdLove is one of many digitally native direct-to-consumer brands built on the back of a socially conscious mission, and this new launch for inclusive sizing is a critical step toward making good on a brand promise to make all women feel valued in their products, a movement that many apparel retailers are taking on.

The intimates startup is quickly gaining traction with consumers and investors. The brand, which was founded in 2013 by co-founder Heidi Zak, is valued at $750 million and raked in over $160 million in sales last year, according to the company. Last year, Forbes also named ThirdLove — as well as DTC peers Away and Poshmark — as potential retail unicorns.

The perpetual issue for digitally native brands, of course, comes down to fit. That's something the company has invested a lot of time and money into getting right online. In 2017, the brand released the latest version of its Fit Finder online tool, which according to the company uses machine learning algorithms to help customers find a perfect-fitting bra in under three minutes. One way competitors are getting around the issue is by getting into the brick-and-mortar game. Rival Adore Me is plotting up to 300 stores over the next five years. The company's first stores debuted in New York and New Jersey, and the company aims to open three more in March and have between 10 and 15 stores by the end of the year.

ThirdLove is also up against a growing number of online intimates brands looking to fill the void created by Victoria's Secret, which has struggled in recent years to attract consumers with sexy pushup style bras. Upstarts in the space like Lively, Pepper and True & Co focus their merchandise and messaging around more comfortable and natural styles.