Chico’s FAS, Inc. Launches TellTale™, its New Digital-First Intimate Apparel Brand

Shopping for sexing yet affordable intimate apparel that also fits well online is difficult but a new brand, TellTale™, may change that dilemma. Today, Chico’s FAS, announced the upcoming launch of its newest brand, TellTale™, an intimate apparel collection targeting women ages 25 to 40. 

Launching as a digital-first brand, TellTale™ is designed to intrigue customers looking for intimate apparel that is sensual and lets them express their distinct personality. The TellTale™ brand launched exclusively at today.

Leveraging the Soma® brand’s 15 years of experience developing high-quality bras and underwear, the new TellTale™ brand will launch with a simple offering of six key bra silhouettes which will be replicated consistently across varied fashion collections with matching undies, rooted in the idea of sensuality, comfort and self-expression.

All bra styles will carry signature details, including rose gold TellTale™ trim and four different closure placements, allowing for flexibility in fit. At the outset, sizing will be 32A-40DD and XS to XL. With most bras in the $39 to $49 range, the quality/style/value equation will address a gap in the market today for affordable, well-constructed, fashionable bras.

In addition to the core offer of bras & undies, TellTale™ will feature monthly curated stories including apparel, accessories, and beauty that align to this customer’s interests and passions and her constant quest for new discoveries.

To shop TellTale™ collection please visit:

ABOUT CHICO’S FAS, INC.           
The Company, through its brands – Chico’s, White House Black Market and Soma is a leading omnichannel specialty retailer of women’s private branded, sophisticated, casual-to-dressy clothing, intimates and complementary accessories.

As of February 2, 2019, the Company operated 1,418 stores in the U.S. and Canada and sold merchandise through 83 international franchise locations in Mexico. The Company’s merchandise is also available at and as well as through third party channels. For more detailed information on the Company, please go to our corporate website at The information on our corporate website is not, and shall not be deemed to be, a part of this press release or incorporated into our federal securities law filings.