Q&A With Heidi Zak

Heidi Zak (left) and Ra'el Cohen, founders of ThirdLove. Continuing her crusade against Razek, Zak further describes Victoria's Secret's ignorance, noting how obviously they market towards men selling a male fantasy to women” and the complete disregard for the reality we live in: the reality where women go to work, breastfeed their children, play sports, care for ailing parents, and serve their country” and aren't limited by archaic ideas of femininity.
When I started ThirdLove, I set out to create a brand that all women could rely on. So with a promise like Bras and underwear for every body” comes a responsibility to uphold it. It's not an empty tagline that we preach because it sounds nice; it's a way for us to hold ourselves accountable….



Let's exceed their expectations.” Then, in case it wasn't already clear, she spelled it out: ThirdLove is the antithesis of Victoria's Secret.” The entire campaign seemed designed to show how woke, how feminist, how very different ThirdLove was from traditional bra makers — and it worked.
Women can now size themselves accurately in the comfort and privacy of their own homes using the ThirdLove Bra Sizing App , in addition to a Fit Finder quiz facility on the company's website, while the company has also developed half-cup sizes for all cups from A to E.

Several former and current employees spoke to the outlet about their experiences with the brand, charging that co-CEO David Spector — who is much less visible that his wife, co-CEO Heidi Zak — contributes to an intimidating, dismissive, condescending, and bullying management style, and the company as a whole isn't quite so pro-female-employee as its public image might make it seem.
But more than 30 percent of women are in between standard cup sizes—and they are all too keenly aware of it day in and day out as they uncomfortably tug at their bra straps. I walked out of the store with a bra that didn't really fit, and I had that pink-striped bag in my hand and I took it and stuffed it into my backpack because I was embarrassed to be shopping there,” she said during an interview for this story.

Once the company helps customers find their size, it's easy for them to order and reorder. Co-founding ThirdLove has been a rewarding experience for Zak. Heidi Zak co-CEO ThirdLove A screenshot of David Spector's Instagram Story about Victoria's Secret. Heidi Zak says she's on a mission to find the perfect bra for every woman.