How Understatement Guides Shoppers Through a Bra Re-Grade with Brarista’s AI Fitting

Brarista is proud to announce our newest partnership with Understatement, the Swedish female-founded underwear brand disrupting the “oh-so-boring” underwear market since 2018. Founded by Marie Stolt and Maria Lager with the vision of turning an everyday necessity into a statement piece, Understatement designs bralettes, knickers, and swimwear without restrictive underwires - underwear that, as they put it, feels as good as it looks. Brarista was brought in to make sure finding the right size online feels just as considered.

Re-grading for a more inclusive fit

Understatement’s bras come in two size families: a standard range fitting A-C cups, and an extended range fitting C-F cups. To make its sizing more inclusive and reduce returns, the brand re-graded its entire bra collection. The new grading, developed by Understatement’s product team, accommodates up to a D cup within the standard range, where previously it only reached C, so a broader range of shoppers can find their size without being redirected to the extended range.

A re-grade of this scale doesn’t happen overnight. During the transition, some products are already in the new sizing while others still use the previous one, and explaining which size to choose on which product quickly became complex.

Brarista came into the picture at the beginning of this summer, right after Understatement had overhauled its grading and started launching new stock in new and improved fits. With old and new stock co-existing side-by-side, shoppers needed clear guidance on which size to choose, and that’s exactly the kind of puzzle we love to solve.

“At Understatement, we’ve always believed underwear should feel as good as it looks: no underwires, no padding, no compromise. But comfort only works if the fit is right, and finding your bra size is far more complex than finding a T-shirt size. We tried a lot of size guide tools, but they were built for clothing in general and lacked real bra expertise. Brarista was different. Their fitting team physically reviewed our entire range and customised the tool around it, so our shoppers get the kind of advice they’d get in a fitting room.”

- Marie Stolt, Founder & CEO, Understatement

Working closely with the Understatement team, we first finalised the size chart by assessing product fit across different bra sizes. With that groundwork in place, we built Brarista’s recommendation logic around the new grading. Every shopper is guided to the right size for the product in front of them, whether it uses the new or the previous sizing.

The re-grade also surfaced a nuance that standard size guides rarely address: because the two size families overlap at the D cup, one shopper can legitimately wear two different sizes - for example, both S and S+. Rather than leaving that ambiguity unresolved, Brarista’s algorithm identifies this and surfaces a personalised banner directly on the product page: “You can wear either S+ or S. But S+ offers extra coverage and cup depth.”

The same banner handles what happens when a size isn’t available. Rather than a dead end, it surfaces an alternative - prioritising the same product, fabric, and colour, and drawing on sister sizing to identify the closest fit with the same cup volume and coverage. The algorithm was customised to reflect how Understatement’s own customer service team would advise in person, and operates at colour level, so each recommendation matches the exact product the shopper is viewing.

The Sidebar Quizzes: two routes, one recommendation

Understatement launched with Brarista’s Sidebar Quizzes - standalone fitting and style quizzes with flexible entry points across the site, designed to deliver accurate size recommendations without disrupting the shopping experience.

The quiz offers two routes. The first is a visual, step-by-step fitting quiz that draws on the fitting-by-eye method used by professional fitters - asking a sequence of questions about current bra fit and preferences to arrive at a personalised recommendation without requiring a tape measure. The second is a measurement-based route, where shoppers enter their overbust and underbust measurements and receive their Understatement-specific size directly.

Both routes lead to the same outcome: one clear size recommendation in Understatement’s own sizing system rather than conventional EU or UK sizing. This removes an additional layer of translation for the shopper, and keeps the recommendation specific to the product they are looking at.

All sizing inputs during the fitting quiz default to EU to match the majority of Understatement’s customer base. Brarista guides shoppers in English and German, customised as part of this launch.

For a brand with two size families, a re-graded collection, and a shopper base spanning a wide range of bodies and preferences, every one of these details adds up. Each detail was built around the new grading from day one. Together they give every Understatement shopper a clear, confident path to their size, and reduce the returns that come from sizing uncertainty.

“Working with Brarista has felt like an extension of our own team. They took the time to understand our products & sizing in depth, from the re-grade to how our customer service advises in person. Re-grading our collection was a big step, and having a partner who could guide us in how best to communicate it to our customers made all the difference. Our shoppers now get one clear answer, on every product.”

- Marie Stolt, Founder & CEO, Understatement

About Brarista

Brarista is the world’s first AI-powered bra-fitting chatbot platform designed specifically for lingerie retail. By merging advanced AI technology with professional bra-fitting expertise, Brarista revolutionises the online shopping experience and tackles the long-standing challenge of incorrect bra sizing, which affects 90% of consumers and drives dissatisfaction and sales drop-off.

Unlike generic chatbots or simple measuring tools, Brarista offers deep lingerie specialisation, combining professionally graded fitting quizzes, deep learning algorithms, and large language models to democratise expert fitting services at scale. It delivers round-the-clock, personalised, brand-agnostic sizing recommendations through B2B2C white-label software embedded directly within retailers’ websites, free to end-users. Brarista isn’t just another chatbot; it is transforming how an entire industry approaches one of its most persistent challenges.

Got sizing that standard quizzes can’t handle?

We’d love to see it. Have a look at what we build at brarista.fit/products (best on a laptop), or book a demo to discover how Brarista’s bra fitting chatbot can revolutionise your lingerie shopping experience.