Bra was 19 months in the making

These days, the range of bras on offer, and indeed the selection of lingerie available in general, is superb. Women can take their pick from an array of great products and many consumers opt to head online in order to benefit from optimum choice.

One firm recently added to the selection by releasing what it described as the “world’s most comfortable bra”. Featuring new technology, the Ultimo offering is intended to be easy to wear.

Called the Dreamwear, it was a full 19 months in the making and design teams in both the UK and Hong Kong were involved in the project.

According to Ultimo, the product is a hybrid as it has a wireless design yet comes with the support of a secret underwire. This band is encased in soft foam, meaning it provides added support and lift without causing any discomfort.

Meanwhile, the back wings are slightly larger than normal for increased coverage. This is said to reduce the so-called back fat effect, creating a smoother look under clothing.

The bras come in either nude or black and they are made from lightweight fabric. Also, they have minimal stitching outside, making them particularly smooth and meaning they can be worn under tight garments.

Founder of Ultimo Michelle Mone, who recently posed in some of her firm’s own lingerie, remarked: “I have always wanted to find a solution for the discomfort of wires digging in, but without losing the shape and support that you get from it, so I came up with the dream combination.”

“The underwire versus soft cup is an industry bra battle that has gone on for a long time and we have been working to develop a hybrid model which we believe makes history in the evolution of lingerie design.”

She went on to state that every element of the new bra has been designed to provide wearers with an “amazing, comfortable new experience”.