Lingerie brand Ultimo has launched a bra to “uplift and reshape” the breast.
Ultimo Icon, which Ultimo has dubbed the world’s first “boob lift” bra, took two years to design and cost the company hundreds of thousands of pounds. The bra, retailed at £19, launches today in department store Debenhams and on the Ultimo website.
The bra, available in size 32A to 38D and shades of black, white and nude, is said to uplift and reshape the breast. The Icon is made of 25 lightweight components and is supported by an in-built “sling” that pushes the breast upwards.
Michelle Mone, chief executive of Ultimo, said: “Ultimo Icon is the world’s first boob lift bra and light years ahead of other bras out there. Not only does Icon dramatically uplift the breast, but it’s also the most comfortable and lightweight bra in the world – women won’t even know they’re wearing it.”