Marks & Spencer has chosen to follow up on the success of its 2 Cup Sizes Bigger Bra & Body Suit, last year, with the launch of 2 Cup Sizes Bigger Swimwear for the summer season.
Unlike foam padded swimwear, the light mineral oil used in the bra pouch of the swimwear moves in the same way as breast tissue, allowing it to move in the water with the wearer for a more ‘natural, realistic’ look.
The internal cup lining holds the unique gel pouch in place, preventing it from moving and causing unsightly bulges during sunbathing or swimming.
M&S Woman head of design Neil Hendy said: “British woman are finally embracing their curves and are craving a more womanly, 50’s, hourglass figure, meaning the demand for products like these has increased tremendously over the years.
“We have been working on the technology for the past 12 months and since seeing the success of the 2 Cup Sizes Bigger bra and body, we decided to trial a similar technology
within our swimwear range.
“This innovative technology creates a smooth sexy silhouette and, of course, a great cleavage.”
Bust boosting currently appear to be making waves on the high street. Ann Summers already launched a bikini version of its Kissing Cleavage bra, earlier this year, and La Senza launched a swimwear version of its Triple Gel in February.
Marks & Spencer will also be launching a strapless version of its 2 Sizes Bigger bra next season, as lingerieinsight.com exclusively reported last month.
Click here to read our feature on two cup size bigger products, which appeared in the July issue of Lingerie Insight.