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The latest offering from the world of lingerie promises to work miracles.
Lingerie brand Ultimo has claimed that it has created the perfect bra, which can turn saggy boobs into perky ones, take ten years off one's looks and is apparently so comfortable you can sleep in it.
The company revealed they spent two years and more than 100,000 pounds talking to women about their idea of the perfect bra, as they wanted to create something that was supportive enough to make breasts look shapelier without feeling too restrictive.
They came up with the 19 pound 'Icon' bra, which is made from a mix of natural and synthetic materials, and features microscopic fibres, concealed in compressed foam hidden in a sling at the bottom of the cup.
Ultimo, which has applied to patent the design, says the bra makes a woman's neckline look up to ten years younger, and is so light that most would be happy to wear it for 24 hours.
"Lack of shape and perkiness to the breast area is a dead giveaway to a woman's age," the Daily Mail quoted Ultimo boss Michelle Mone as saying.
"This is the world's first boob-lift bra. It works to prevent younger breasts from sagging and for women who already have saggy boobs, it uplifts to the perky pair they once were," she added.
Image: Ultimo's new 'Icon' bra
Photograph: Ultimo.co.uk