I’m the founder and CEO of True & Co. We take a different approach to lingerie by using data to design a better bra in a smart way. I ended up doing this because I once had a really terrible bra buying experience in a store fitting room. I promptly got my hands on 500 bras and put them in my living room to figure out if I could create an algorithm for your boobs. The answer was yes, which led me to start True&Co.
I love what I do because I take huge delight in the creative process. Our business is all about the art and science of lingerie, and that really satisfies the two parts of my personality. It’s the perfect blend of geek-meets-great-design, and that’s what we’re building.
To me, style is not a conscious thought process or something that you articulate. I think of it like throwing things together that shouldn’t belong, but somehow creating an interesting yet harmonious picture. I wish I could simply say, “This is my formula,” but I think it’s a lot about hacking your way into stuff that works for you.
It’s very similar to the approach that I take throughout my life. Building a startup is all about hacking your way and hopefully succeeding more than you fail. And style means being fearless enough to do that experimentation and find what resonates.
Style is incredibly important. It’s the first thing people notice about you when you walk in a room. And if you think about the number of people you interact with in a day, you actually only talk to a subset of those people but you‘re kind of visually interacting with almost everyone that you pass on the street. To me, style is your signature expression. It’s a precursor to interacting with you. It’s the instant first impression that alludes to your personality and who you are inside.
“Building a startup is all about hacking your way and hopefully succeeding more than you fail. And style means being fearless enough to do that experimentation and find what resonates.”
ON MY PERSONAL STYLE
Leading my own company has enabled me to expand my horizons and play with my wardrobe. Every year, I experiment with something that’s a little different than the year before. Last year was year of patterns. This year is more architectural. I don’t know what next year will be, but it will probably be informed by my Wanelo collections and what I’m gravitating towards.
ON SPIRIT ANIMALS
Cats are my spirit animal. I actually have a Wanelo collection called “Kittens (Meow)” and now cats have infiltrated the True&Co. website. If our site is down or we’re out of stock, an “apology cat” pops up. I love that I can bring my personality into my job! We’re also so fixated that we’re pulling all kinds of weird data about what cat people like vs. dog people. We find that cat people definitely buy more bras - and more lacy ones - but don’t ask me how I know that.
“Leading my own company has enabled me to expand my horizons and play with my wardrobe. Every year, I experiment with something that’s a little different than the year before.”
ON WANELO COLLECTIONS
All my Wanelo collections have an emotional connection more than anything else. I created them based on emotional themes and what they’ve evoked – basically, the ideas they have inspired for me.
Some of these collections have special significance. We created our first line of lingerie and silks, “She Walks in Beauty (+ Light)”last fall, and while we were creating the vision for the brand, I created the collections “Space Age” and “Art Deco.” We had these Art Deco themes, but it was primarily about a witty female space adventurer. It was about what she was going to wear while traveling through time. This meant lot of metallics, a lot of interesting and almost architectural silhouettes but infused with fun like galaxy leggings. The collection included a projected galaxy that you could put on the ceiling of your room, which I ended up buying.
I buy a ton from my Wanelo. It’s dangerous. This is the actually the only social platform that I’ve ever really got active on because I felt like the other ones were a little too abstract and amorphous. The only thing you can’t do on Wanelo is inspiration photos and magazines, but that stuff is not very actionable anyway. I’m personally more about things you can access, buy, and make part of your life as opposed to just a beautiful image.
I started the collection “Simplicity” as we were choosing the color palettes for our second brand, Uniform. Uniform is all about live-in-luxury basics, so that’s the minimalist side of my personal style. The collection has these really beautiful neutrals and then an odd pop of bright color. This collection became my inspiration and it was how I shared my vision of what Uniform was with my team.
Of course I have the collection “Linger in Lingerie” but I confess, lingerie is in almost every collection I have on Wanelo.
“To me, style is your signature expression. It’s a precursor to interacting with you.”
One of my collections is “True Inspiration.” At True & Co., we’re a very design-centric company. In fact, data-centric design is one of our mottos, and I save to this collection any design element that I see on Wanelo. There’s something about each of these things - whether words or an interesting sort of visual presentation - that strikes me as something very relevant to what I’m doing on a day-to-day basis. Though I may not have an actual need for these items, it grounds me and reminds me of what I’m striving to do every day. It’s all a part of me in some way thanks to Wanelo.
@michelle on Wanelo
ON WHO I FOLLOW
For the most part, it’s people that I know because I can say, “Wow that actually does fit in with what I know her style to be,” or, “Oh, that’s a little bit of a risk.” And even when I see stuff from people who may not post very often, I connect it with their style, and that makes it interesting to me.
I discovered Pixie Market while living in New York and it has been a favorite for years. Same goes for Opening Ceremony, and I’m really looking forward to seeing more of their products on Wanelo. I also think Zara’s direction recently has been really awesome. If you look at my “Simplicity” collection, there’s all this Zara in there, which I don’t think I would have done a year ago. I think my entire “Boho” collection is Free People, which has a such a different look from anything else in my closet that it warranted its own collection on my profile.
I often connect to Wanelo as “this is my collection of beautiful things that I’m showing the world.” But even so, my Wanelo is really just for me. I’ve personally chosen and curated these products, so there’s almost like an intimacy about it. I pick my products, I create my own collections, make up the names for them, which each have special meanings. With Wanelo, there are no rules. You make your Wanelo into what you want.
I also get really delighted when I see True & Co. products show up in my feed because that means other people see beauty in the things that I’m creating for them. It’s really nice to be able to look through Wanelo and see that.