Manufacturer Ultimo said the ICON bra, available at retailer Debenhams and www.ultimo.co.uk, took 2 years to develop and serves the purposes of making older women's breasts appear more perky and youthful while helping younger women avoid sagging later in life, The Sun reported Thursday.
Michelle Mone, the product's creator, said the bra contains a sling to lift the bust and compressed foam to shape the breasts.
"This is the world's first boob lift bra and light-years ahead of other bras out there. Due to contour controlling and stretch the Ultimo ICON shapes the breast giving a pertness that other products fail to achieve," Mone said.
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