How Latched Is Shaping the Future of Maternity Bra Fitting with Conversational AI Bra Fitting
48
sizes added through a full sizing chart overhaul
20+
fitting scenarios addressed
100%
resolution on sizing exchange queries
About
Latched is an award-winning UK maternity activewear brand supporting women through pregnancy, breastfeeding, and beyond.
Founded by Natalie Ward, Latched was created from a mother’s first-hand experience of how hard it can be to find high-performance activewear that adapts to a changing body. From maternity leggings to nursing sports bras, Latched has become a trusted companion for active, confident mothers seeking comfort, support, and style.
Hosted on Shopify
Lingerie and activewear designed to support you through pregnancy, breastfeeding, and beyond
Sizes ranging from 30A to 40G
TOP LINE CHALLENGES
Pregnancy and postpartum are times of extraordinary change, both emotionally and physically. Breasts can fluctuate multiple cup sizes, ribcages expand, and comfort needs evolve rapidly. That’s why the right fit matters more than ever.
Despite creating thoughtfully designed products, Latched wanted to offer more robust sizing support to women navigating this new chapter. The challenge wasn’t just product design, but rather helping customers confidently find the right fit during a life stage where bodies are constantly changing.
"I wanted to offer more sizing support to women navigating a whole new chapter of their lives."
Natalie Ward
Founder of Latched
The solution
Now, with Brarista’s AI-powered fitting technology, Latched customers can access expert guidance anytime, anywhere. Built on Brarista’s database of over 20,000 verified fit records, the tool combines advanced algorithms with expert fitting knowledge to ensure every recommendation aligns with Latched’s thoughtful designs and dedication to support.
Through this collaboration, shoppers on the Latched website can receive tailored size and style recommendations in minutes, adapted to their body, stage, and lifestyle. Whether breastfeeding, returning to exercise, or simply too busy to visit a fitting room, mothers can now find their perfect fit from the comfort of home.
And this goes beyond software. By giving Latched access to our expert fitting team, we collaborated to overhaul their product sizing charts, ensuring recommendations align precisely with Latched's designs. A reminder that Brarista isn’t just a tech solution - we’re an extension of the fitting team, committed to improving the way women shop and feel supported.
"Exceptional. Everything has been straightforward and professionally handled. The team are all very personable and experts at what they do. I am optimistic this solution will be of value and help grow both our businesses."
Natalie Ward
Founder of Latched
The Results
Early implementation has shown strong signs that personalised, expert-led fitting support resonates with Latched customers during pregnancy and postpartum:
48 additional sizes introduced following a full sizing chart overhaul and sister sizing integration
20+ maternity and postpartum fitting scenarios addressed, reflecting real body changes across pregnancy, breastfeeding, and recovery
100% resolution rate on sizing exchange queries, giving customers clarity and confidence when selecting the right fit
This partnership marks Brarista’s first maternity-focused collaboration, expanding our technology into the motherhood and nursing category. “Every mother deserves the confidence to move freely, nurse comfortably, and feel supported in her changing body,” says Bella Trang Ngo, Founder of Brarista. “We’re proud to pair Latched’s much-needed products with our intelligent fit technology.”
The collaboration not only helps mothers feel their best but also reduces unnecessary returns, which is a win for customers, retailers, and the planet. As both brands continue to grow, this partnership stands as a reminder that innovation and empathy can, and should, go hand in hand.