InStyle Launches Its Own Brand of White Shirt--Minus the Peek-a-Boob

Publisher partners with TrioFit on Tailored Line of Oxfords

Published On
Aug 19, 2013

Editor's Pick

While many fashion pubs are releasing their gigantic September/Fall tomes, InStyle magazine is debuting something a little more special -- InStyle Essentials' Perfect White Shirt, a solution to that peek-a-boob problem that plagues button-down wearers with a chest. This situation occurs when the shirts are ill-fitting around the breasts, causing a gap in the shirt placket that can become a window to the skin underneath.

The magazine partnered with a company called TrioFit to create the new shirt line, which is sold by bra-size, ranging from 32B to 40H to accommodate everyone from the small to large-busted. The editors worked with TrioFit's co-founders Rebecca Matchett and Drew Paluba to develop the styles. In 2004, Matchette and Paluba developed their proprietary tech that sizes according to a woman's bust, rather than dress size.Three styles, classic button-front, weekend tunic and the bow blouse, are available for $59.99 apiece and will be sold on

According to InStyle Deputy Editor Lisa Arbetter, this is the first InStyle-branded product that the publisher has created. "We were inspired by our readers," she explained. "We get a lot of letters from them saying how difficult it can be to find clothing that fits their curves. It is frustrating to try on lots of clothes and find nothing that fits right, and many women start to wonder, 'What's wrong with me?' When we learned about TrioFit we knew it could help a lot of women."

The line will debut in InStyle's September issue, which will feature a page explaining how the shirts can be styled and how the sizing system works. The shirt collection has also been featured on

The September 2013 edition is the largest in the mag's 19-year-history at 716 pages, with a total of 444.7 ad pages, up 4.8% from the previous year. InStyle is part of Time Inc., which parent Time Warner plans to spin off into its own company early next year.


Aug 19, 2013

Need a credit fix? Contact the Creativity Editors

Project Type