The piece: ThirdLove Lace Balconet Bra 
The price: $64
Why we want it: I actively avoid getting fitted for a bra and I have almost my entire life, which basically means I've probably never actually bought my underthings in the right size. Fortunately for me (and anyone out there who shares my fear of being felt up in department store dressing room), the team at ThirdLove  gets it. With the help of some high-tech computer vision and image recognition algorithms, they're making it possible to shop your perfect bra size with an iPhone app — basically, your phone becomes the measuring tape (how genius is that?!). Plus, the label's selection of cute underwear, lacy bras, and boyshorts is as sweet as the technology is savvy. And, with Valentine's Day dead ahead, I can't think of a better reason to treat myself to something pretty .