Dive Brief:

• Matching the idiosyncrasies of women’s bodies with any choice among the range of lingerie designs available is practically the Holy Grail of clothes fitting, and the source of great mortification for many women.

• One startup, lingerie retailer ThirdLove, has developed a mobile app that harnesses the selfie to help women more accurately assess their measurements and needs.

• The technology is more accurate than a person using a measuring tape, according to ThirdLove, which tested its app in-house and with focus groups.

Dive Insight:

It’s funny to think that selfies could actually be useful, but, with this app, it looks like they could help solve one of many women’s most frustrating problems. Fitting a bra, even with the help of employees that offer such help, can be mortifying, mainly because they often do little to really help find a comfortable, supportive fit. That's because, it turns out, bra fitting is often inaccurate. If ThridLove’s app can come through for women, it will be a technological and clothing triumph.