Colombian brand Soreil Lingerie goes live with Brarista full AI powered fitting chatbot and mini chatbot

Brarista has announced a new partnership with Soreil, a Colombian lingerie brand founded in 2015.

Having showcased at Bogotá Fashion Week and Curve New York, and been featured in L'Officiel and Elle, Soreil has established itself as a brand with a growing international reach. With three lines - Limited Edition, Dailywear, and Bridal - it creates garments handcrafted by an all female team.

“We first connected with the Soreil team at Curve New York earlier this year. As a Colombian brand reaching customers across the world, they were looking for a fit solution that could speak to shoppers in their own sizing language, wherever they are. That's exactly where Brarista came in, with a fitting and styling experience as refined as their level of craft.” says Bella Trang Ngo, Founder and CEO at Brarista.

“As a smaller brand without a large number of physical points of sale worldwide, I was looking for a way to bring the in-store experience closer to our online customers. Having an AI chat integrated into our website allows us to create a more personal and guided shopping experience, especially for customers who are discovering the brand for the first time,” comments Jackie Sasson, Founder at Soreil Lingerie.

Soreil has launched with both Brarista's Full Chatbot and Mini Chatbot. The former sits across the site, available from first browse to final purchase. A shopper can ask to see dar -toned bras, explore what sets a limited edition piece apart from a dailywear one, or get help converting their size from another brand. The guidance is conversational, brand aligned, and always grounded in a product recommendation.

Then, once a shopper lands on a product page, the mini chatbot takes over. Sitting directly below the add to cart button, it answers the specific, product level questions that stand between interest and purchase - what size they'd be in that particular style, how it fits relative to their current bra, or whether it suits their body. It is built for the moment when buying intent is highest and a single unanswered question can cause a shopper to leave.

“The most impressive aspect for me is how thoughtful and detailed the interaction can be. The chat doesn’t feel generic, it feels intentional and tailored, almost like a real-time consultation. That level of guidance is incredibly valuable, especially in lingerie, where fit and personal preference are so important,” says Sasson.

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.