Ultimo launches ‘world’s most comfortable bra’

Ultimo has unveiled a new cutting-edge invention which is designed ‘to revolutionise’ the engineering of everyday bra design.

Ultimo’s new Dreamwire bra reportedly combine the ‘comfort’ of a wireless design with the ‘support’ of an underwire – without digging in.

The result of 19 months in development by Ultimo’s technical and design teams in the UK and Hong Kong, the hybrid innovation features a secret wire encased in soft foam for support, comfort and lift and a unique back design to eliminate overspill.

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Tested by focus groups in 24 hour wear trials, the patented design technology of the Dreamwire was said to feel ‘barely there’ and ‘so light it didn’t even feel like wearing a bra.’

Ultimo founder Michelle Mone OBE said: “I have always wanted to find a solution for the discomfort of wires digging in, but without losing the shape and support that you get from it, so I came up with the dream combination.

“Wires can be so uncomfortable and cause red marks. The wires on this bra are supported by a ‘pillow’ so they don’t touch the skin. Our wear trials were phenomenal and women still didn’t feel like they had a bra on.

“I’m so honoured that I’ve managed with my team to create my 13th invention, the Dreamwire. I even wear it myself while working out and it’s so snug, it feels like I’m not even wearing a bra.”

Over the past decade, Ultimo has developed a series of Miracle solutions to solve a multitude of dilemmas.

The Ultimo Miracle range first catapulted Ultimo on to the world stage, in 2000, when Julia Roberts sported one of the patented OMG gel-filled bras as Erin Brockovich in the box office smash.

The Ultimo Dreamwire is offered in black and nude, in sizes A-D, at £24. It is available at www.ultimo.co.uk, www.next.co.uk and Debenhams stores nationwide

 

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