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The miracle backless bra
Maidenform
The world's first real backless bra is going on sale, and it's all thanks to a reality TV show.
Lingerie giant Maidenform snapped up the design for the Breakthrough Backless Bra after its creator, Elaine Cato, came runner-up with the product on the US's version of Dragon's Den, reality TV show American Inventor.
Although Cato didn't win, Maidenform were quick to capitalise on her brilliant invention, which, thankfully, doesn't involve any tacky plastic straps and instead relies on silicone wire to stay in place.
Customers interested in snapping one up before the summer season, can log onto www.maidenform.co.uk and pre-order their own now, for a very reasonable £24.
'During the warmer seasons, women crave those backless styles,' said Norah Alberto, Maidenform's senior style director. 'To help these women bare their back for spring we are launching the new Breakthrough Backless Bra which delivers the perfect complement to everyone's bra closet and is the answer to so many women's style dilemmas.'
Wednesday 26 March 2008
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Yes (81%)
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No (19%)
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i'm a 32A. big enough to need a bra, but apparantly too small for this one.
Comment by Sarah on August 02 09:40
I noticed Rachel's comment on March 26 - I'm a 34A cup but not all A cup breasts are pert and don't need the help of a bra - I myself need all the help I can get!! I would love to see more bra companies selling A cups - there are so many lovely styles out there that I'm missing out on! So come on Maidenform - help those of us who are small chested and give us a chance to try this fantastic looking bra as its just what I'm looking for.
Comment by Sue on August 01 21:20
Why is this bra not made in a 32DD? There are lot's of us out there!
Comment by dawn on July 18 15:38
I saw this product on American Inventor and thought at long last a bra made for me,but no.I need 36G! Why make small sizes when it's girls like me who need these bras, please, please make them bigger soon.
Comment by Michele on July 15 18:21
I saw it on the show and thought it was great, being a 32ff. I do go braless but under certain tops u can't disappointed it only goes up to a dd but on the maidenform website it looks like its shipped from the states and if it is the dd cups there tend to be abit bigger than here! So I'm gonna try it if it doesn't fit you can always send it back! Lets hope and pray!!!
Comment by Sally, Nottingham on July 01 02:19
i want to buy one from a shop in London but i don't know who stock it. i want to try it on you see ... can't do that over the internet :) Someone help!
Comment by Bronte Spencer-Davies on May 30 15:31
I was really interested in this bra as I thought it would solve all my problems, but when I went to pre-order one I found that they don't do a size 32B. It’s so annoying that many companies start at a size 34. Please can you start doing it in a smaller size!
Comment by Emma on May 23 16:35
It's really unfair how these bras are not created for those who ACTUALLY need the support..I have spent a whole hour on the internet searching for a backless bra for a size 34E to no avail..even the 'tacky' ones with the plastic straps at the back don't seem to go past DDs..PLEASE INCREASE THE SIZES OF YOUR BRAS TO CATER TO THE MORE ENDOWED WHO ACTUALLY REALLY NEED THE SUPPORT!
Comment by Amy on May 18 06:53
I too thought the bra looked amazing and was going to pre-order one today and being a 34G I was so disappointed when I realised that they only go up to a 38DD. I did think the whole point of Elaine's fabulous idea was to allow us girls with bigger busts the chance to wear great summer ball gowns and tops. DD cups in the UK are a standard size that most lingerie shops go up to. Trying to find bigger cup sizes is hard. Lets hope if enough ladies E cup and upwards email them they may start the sizes we thought the bra was supposed to cater for.
Comment by Sally on April 23 09:49
I think the Bra looks great!
I've pre-ordered mine already (after seeing the design on The 'American Inventors' Prog).
I do feel for those ladies who cannot get one in their size (i myself just about made it, being a 34B!) but maybe they'll start doing more sizes in the future.
Comment by P. Brown on April 14 15:20
These look like a great idea and I'd be first in line to pre-order one, its just a pity that they don't cater for the increasing number of us that start at a 32 back size. I get so frustrated with all these companys that start their bras at 34B which was the most popular size years ago but what about us smaller ones!!
Comment by Jo on March 26 12:15
Notice they dont sell them in a 34F, if you're an A cup you could just go without the bra!!!! Sort of pointless!!!
Comment by Rachael Ryan on March 26 12:01
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