Intimately Soma sat down with the minds behind the new and improved Vanishing Back bra—Carrie, Associate Bra Merchant, and Kara, Associate Designer and Product Development Manager—to hear the story behind the innovation.
Q: Why was now the right time for Soma to improve Vanishing Back?
Kara: After we launched Vanishing Back 7 years ago, other brands tried their version of our ideas. It was time to stay ahead of the pack by adding some new sizes and implementing our customers’ feedback at the same time.
Carrie: Kara’s exactly right. It was us putting the “you asked, we listened” idea into play. We want to make sure our customers are always satisfied.
Q: Where did you start? How did you go about improving it?
Kara: We spent a lot of time listening to what customers loved and what they felt could be improved. We knew this was our chance to really make the product she already loves even better.
Carrie: Our customers are very passionate about what they like, which we really appreciate. She tells us what she thinks, and we love that.
Q: What sets the new Vanishing Back bra apart from all the rest out there?
Kara: The new knit-in flex zone technology in the bra is unique to us. It’s now even more supportive. That’s why it works on all the new sizes we’re offering. Up to a G cup now!
Carrie: It’s the side-slimming part of things, too. Now Vanishing Back isn’t only vanishing your back! We incorporated the new technology in the sides for a totally smooth look, all the way around, 360°.
Kara: Exactly. We really looked at every detail. Our customers told us they wanted slimmer straps and improved hardware on the front-close style, so we did it. Now there’s no other clasp on the market that even comes close to ours. It gives a very satisfying “click” when it’s closed, really telling the customer it’s secure for her all day. And the hardware shines like a piece of jewelry. We worked hard to achieve that, and it’s great.
Q: How do you want customers to feel in this bra?
Carrie: Sexy and confident. She deserves to feel comfortable in her own skin.
Kara: I want this to be her new go-to bra because when she looks the best she possibly can under her clothes, she feels like the very best version of herself.
Q: What is your favorite new feature and why?
Kara: It’s got to be the extended size range. It’s so exciting for us! We’re able to get our most-loved bra on so many different body types now!
Carrie: I can’t pick just one feature! Probably the lace—our new styles have smooth lace all over the bra, not just on the cups like before. That’s a huge win as far as making her feel sexy and still being able to have an innovative bra.
Have you tried the Vanishing Back? Shop all styles—Full Coverage, Full Coverage Front Close, and Wireless—here.