ULTIMO LAUNCHES WORLD’S MOST COMFORTABLE BRA
Revolutionary new hybrid model is a DREAMWIRE come true
The UK’s leading lingerie designer has unveiled a new cutting-edge invention designed to revolutionise the engineering of the everyday bra.
Ultimo’s new Dreamwire bra combines the comfort of a wireless design with the support of an underwire to create the perfect shape and ultimate comfort and stop digging.
After 19 months in development by Ultimo’s technical and design teams in the UK and Hong Kong, this hybrid innovation features a secret wire encased in soft foam for support, comfort and lift and a unique back design to eliminate overspill.
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.’
Available in black and nude in sizes A-DD at £24, the super-smooth lightweight fabric makes Dreamwire perfect for even the most figure-hugging top – helping maintain sweeping Ultimo curves without compromising on comfort, fit and wearability.
Michelle Mone OBE, founder of Ultimo, said: “I have always wanted to find a solution to the discomfort of wires digging, but without losing the shape and support that you get from it, so I came up with the dream combination.
“The underwire versus soft cup is an industry bra battle that has gone on for a long time, and we have been working to develop a hybrid model which we believe makes history in the evolution of lingerie design.
“Each component of the Dreamwire has been specifically designed to give women an amazing, comfortable new experience and further expand Ultimo’s line of industry-leading inventions with one of the most exciting yet.
“Wires can be so uncomfortable and cause red marks. The wires on this bra are supported by a pillow so they don’t touch your 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, Dreamwire.
I wear it myself while working out and I feel bra-less.”
Over the past decade, Ultimo has developed an innovative range of Miracle solutions to solve a multitude of dilemmas while always aiming to create the perfect silhouette – helping women boost curves and confidence by helping making the most of what they have thanks to advanced technology and cutting-edge design.
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.
Buy Dreamwire here http://www.ultimo.co.uk/shop/dreamwire-339