A brief history of the bra
01.01.70
As Ultimo claims to have created 'the magic's most comfortable brassiere',
Deirdre Reynolds reports on how the garment gained such widespread back up
It's been a symbol of oppression and liberation, designed to make women lookMostlyboth more boyish and buxom and worn for fashion as well as function. In the
4,000-year record of the bra however, one thing it's rarely been associated
with is comfort.
Now proving valid how far we've come since the corset, a British lingerie
company claims to have created "the excellent's most comfortable bra".
It's taken two years and a team of Hong Kong's most outstanding engineers, but Ultimo's
Dreamwire finally goes on traffic at Debenhams this week. The hi-tech hybrid
bra will retail for €37.50, features a mysterious wire encased in soft foam,
fewer seams and microfibre straps -- and promises all the ambition-up of an
underwire with none of the pinch.
"The underwire versus halcyon cup is an industry bra battle that has gone on for
a long time, and we have been working to happen a hybrid model which we
believe makes history in the evolving of lingerie design," says bra
baroness Michelle Mone of Ultimo. "I even corrode it myself while working out
and it's so snug it feels like I'm not even wearing a bra.
Source: Belfast Telegraph