Wearing an underwired bra is not always the most comfortable experience, but the non-underwired types just don’t offer the same uplift.
A new bra from UItimo claims to have come up with a third option. Ultimo’s Dreamwire bra is said to provide all the lift of an underwire, with none of the discomfort.
Ultimo, a company based in Glasgow, UK, run by entrepreneur Michelle Mone, spent two years devising the bra which it claims is the most comfortable in the world.
Made from a single piece of sculpted foam, and covered in a light-weight synthetic material, the Dreamwire bra has virtually no stitching or joins, making it much less likely to rub the skin.
Inside the cup is a type of foam padding that incorporates a soft plastic underwire that gives extra support to the bust. This foam also helps cushion the skin from any digging from the wire.
Made from a single piece of sculpted foam, and covered in a light-weight synthetic material, the Dreamwire bra has virtually no stitching or joins, making it much less likely to rub the skin
The Dreamwire bra, which will cost £24 ($37), is due to go on sale in UK at the end of this month.
The new bra has been trialed by 100 women over the past 14 months and is due to go on sale online and in Debenhams stores.
Michelle Mone, creator of Ultimo, was inspired to create the Dreamwire after years of wearing painful underwired bras. She tried and tested the Dreamwire herself and has never looked back.
She said: “I wear the Dreamwire every day – after you have worn it once you will never want to wear another bra, trust me.
“It has absolutely no gel yet it still creates the shape you want, with a comfort factor women have always dreamed of.”
A spokesman for Ultimo said the Dreamwire aimed to provide “pure comfort without losing any cleavage”.
“It is an everyday bra designed for comfort but without sacrificing any support or shape,” the spokeswoman said.
“It can be worn for 24 hours a day, for work, exercise and sleep, without the woman feeling any discomfort.”
How to wear a backless dress is always a party season dilemma that fuller-chested women are all too familiar with.
Now, a new “miracle” bodysuit has been launched to allow women to wear backless dresses with confidence whatever their bra size.
The bodysuit has a corset-style front to provide maximum support, but is cut low everywhere else, leaving the back exposed.
The suit’s makers claim the front provides just as much support as an ordinary bra – while ensuring that no straps make an embarrassing appearance at the back.
“Miracle” bodysuit allows women to wear backless dresses with confidence whatever their bra size
The underwear brand Ultimo said the suit also “transforms the silhouette” by controlling the tummy and smoothing the hips, at the same time as boosting and shaping the bust.
The £42 ($65) suits will be available in cup sizes A to G – catering for even the most voluptuous.
The bodysuit has a corset-style front to provide maximum support, but is cut low everywhere else, leaving the back exposed
Celebrities have led the trend for backless dresses this year, with both Victoria Beckham and Cheryl Cole recently spotted on the red carpet in backless styles.
But they can be among the most difficult styles to wear for all but the thinnest women because they are difficult to combine with underwear.
“Fuller-chested women tend to stay away from backless styles because they feel apprehensive about going without a bra,” said Michelle Mone OBE, founder of Ultimo.
“Miracle shapewear has been engineered to change that by providing all the support of a bra yet leaving the back exposed.
“This will allow women to feel much more confident stepping out in styles they may have previously avoided.
“Backless styles are very much in vogue this party season.
“We hope that we can help take a lot of the hassle out of party dress shopping for women by giving them all the secret support they need for their perfect dress.”
The body suits are part of a range of 12 “Miracle Shapewear” inventions released by the British underwear brand designed to combat love handles, muffin tops and bulging tummies.
Ultimo has also come up with a new “frontless” bodysuit for dresses cut low at the front.
This features a gap between the cups – which are held together by an invisible strap – to ensure that no bra fabric is visible when wearing a cleavage-revealing dress.
The styles will be available in UK in Debenhams from today and can also be purchased on the Ultimo website.
Clothing that controls the body shape first appeared in the US, becoming popular with the Spanx pants launched in 2000.
It has since spread to the UK, where a recent survey by market researchers Mintel showed that one in ten British women has worn “shapewear” to improve their figure.
British stores like Asda and Marks and Spencer have been quick to cash in on the trend, and have even launched ranges of aimed at men.