Fuller bust brand Curvy Kate has launched its first strapless multiway bra available up to a J cup.
Two years in the making, the Luxe garment, inspired by the traditional tuxedo, has been proven to upload weights of up to 5kg by the brand’s engineers and designers, without the use of straps.
Curvy Kate head of design Charlotte Davies commented: “Previously many strapless bras have stopped at an F or G cup, so many women have felt a little overlooked by the industry.
“Fit is always our number one priority and our strapless bra has taken over two years of development with fit testing throughout to produce something functional and covetable. We’re thrilled with the Luxe as it is one of the world’s largest strapless bras, with a proven lift that has been tried on hundreds of women across the UK.”
The bra is available in soft biscotti and black with matching brief and thong options.
It features a smooth cup, pin stripe brand, a feminine button and bow detailing.
In the run up to the launch of the Luxe, the brand will promote its #MyUltimateUplift campaign, which will ask consumers to share their motivation or uplift in life.
Curvy Kate will launch a microsite platform, which will share the various responses, as well as giving fans the opportunity to win a Luxe strapless bra a day up until the release.
Lingerie blogger, Georgina Horne said: “Being a natural 36H is not always as fun as it might sound, I need some serious engineering to keep my fuller bust aloft. Having never found a strapless bra that works for me, I immediately dismissed the idea of ever wearing one that I felt comfortable and supported in.”