Ultimo today launched what it calls a market first for the lingerie industry: a bra that fastens on the side to create a perfectly seamless back.
The company said the new invention represents a “lingerie solution with a fashion twist” as it means women no longer have to worry about fastening the back and leaving a bra hook showing.
The ‘Jasmine Side Hook’ bra is aimed at those looking for a clean line and smoother silhouette, with the hidden side hook fastening set in a delicate scalloped lace.
Ultimo believes the design will be a hit with wearers of party dresses and low back tops who want the support of a bra with the style benefits of a bandeau.
The bra, which Ultimo says is its 16th invention, comes with two interchangeable backs, one lace, and one clear and offers a boost with removable gel inserts.
Ultimo stated: “Our mission is to empower women to feel their most confident and we hope to have achieved this with the revolutionary side fastening bra. Now women can look and feel incredible without having to compromise on style or support.”
The bra is priced at £35 and is available in sizes 32-36 (A-D) and 38 (B-D). The company said it would be available through its website and across a selection of House of Fraser and Debenhams stores nationwide.