Lingerie firm Honeydew Intimates has hit the headlines with a new design dubbed the ‘underboob bra’.
The £26 piece, which is on sale through online retailer Nordstrom, is distinctive for its design, which leaves the bottom half of the cleavage exposed.
The company says the ‘Nichole cap sleeve open cup bralette’ offers light support for most A-C cup sizes and comes in black and ‘berrylicious’ pink. It is made from 90% nylon and 10% spandex.
Honeydew Intimates describes the product as “an intensely alluring bralette features an intriguing design with a point d’esprit cap-sleeve yoke, lacy open cups, and a strappy front”.
Reports said the bra is embracing a trend for showing off breasts from a different angle, ignited by celebrities such as Kim Kardashian, Emily Ratajkowski and Lea Seydoux.