Today marks the unveiling of Ultimo's latest lingerie release, an innovative new uplift bra designed to imitate the effects of a cosmetic boob lift.
The ICON bra - thought to be among the most technologically-advanced underwear in the world - contains a secret sling hidden within the cup, to create maximum uplift, while the inclusion of microscopic fibers and compressed foam, work to achieve optimum shape and contouring.
The result of two years' worth of research and a whopping six-figure sum, the ICON is not only incredibly lightweight - meaning it's as comfortable as it is effective - but also works to prevent future shape-loss in breasts.
'Ultimo ICON is the world’s first boob lift bra and light years ahead of other bras out there,' says creator Michelle Mone.
'Not only does ICON dramatically uplift the breast, but it’s also the most comfortable and lightweight bra in the world – women won’t even know they’re wearing it!'
The bra is designed for women of all ages - to help achieve a more youthful, shapely silhouette.
'It works to prevent younger breasts from sagging,' explains Michelle. 'And for women who already have saggy boobs, it uplifts the breasts in an instant to the perky pair they once were, making the breasts look up to ten years younger just like a boob lift.'
For the latest breaking news stories, log onto marieclaire.co.uk, including: