Ultimo’s new ‘The One’ bra is set to launch today in a series of major high street store and online..
The new collection, which is based on technology used in the Michelle for ASDA range, claims to eradicate the dreaded ‘double-boob effect’.
The secret is a satin sling inside the cup which holds breasts in place, coupled with super-lightweight foam cups that lift and project the breasts.
The invention and design process reportedly took teams in both UK and Hong Kong a total of two years to complete.
The bra has already received 500 pre-orders and reportedly been tipped as the next big thing by a variety of consumer watchdogs.
Ultimo founder Michelle Mone OBE said: “The One by Ultimo is a perfect match for women of all shapes and sizes.
“Women want that natural, rounded, full-looking bust day to day but they shouldn’t be expected to pay through the nose to achieve it. I believe The One by Ultimo is the best investment a woman will ever make.
The bra is modelled by Michael Bublés wife, Argentinian actress and new face & body of Ultimo, Luisana Lopilato, who follows in the footsteps of Mel B, Sarah Harding, Helena Christensen and Brazilian supermodel Raica Oliveira.
Lopilato added: “Women know how important the right lingerie can be. This bra is incredible. It fits so well and gives you such a great cleavage”
The One retails for £18 and is available in cup sizes A-E in black, white, nude and animal print.
She added: “More than a million (at ASDA) have already been sold and I challenge others to try it and see for themselves… In my opinion, no other everyday bra on the market can compete with The One by Ultimo as it gives incredible results at an unrivalled price.”