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.

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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.

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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.