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Tesco Diamond Boutique Limitless Bra - Fashion News - Marie Claire Diamond Boutique/Tesco

Drum roll please! Introducing the UK's most innovative lingerie of all time: the Limitless Bra from Tesco's Diamond Boutique range can be worn in, quite literally, hundreds of different ways - to fit under any frock this festive season!

Modelled by Frank Lampard's former flame Elen Rives, the wonder underwear consists of several separate parts - two cups and a selection of straps - enabling the wearer to construct their own DIY bra.

SEE DIFFERENT WAYS TO WEAR THE BRA HERE!

Each cup features 24 possible hook positions, and the back strap contains 28 - hence the virtually limitless number of ways in which it can be worn - to hide underneath any neckline imaginable.

Tesco Diamond Boutique Limitless Bra - Fashion News - Marie Claire

Last month former WAG Miss Rives was announced as the face (and body) of Tesco's Diamond Boutique lingerie line - which is the brainchild of Apprentice star Michelle Mone.

'I'm so excited about this phenomenal new design,' says Michelle. 'The Limitless Bra is unlike any other bra available on the market and can be worn hundreds of different ways. Women will be thrilled to find out that this really does deliver every bra style they will ever need, plus some!'

The genius garment will be available in black and nude, and in sizes 32-38 A-D. And the best part? It'll cost a highly chiconomic £16!

Tesco Diamond Boutique Limitless Bra - Fashion News - Marie Claire

The perfect solution to slip underneath any party frock this festive season, we can't wait to snap one up.

The Diamond Boutique Limitless bra launched today in Tesco stores nationwide, and online at clothingattesco.com.

What do you make of the wonder underwear? Let us know your thoughts in the comments box below!

SEE OUR GALLERY OF DIFFERENT WAYS TO WEAR THE LIMITLESS BRA

SEE OUR PICK OF THE BEST CHRISTMAS LINGERIE HERE!

Thursday 10 December 2009


Have your say ...

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Sounds amazing - but I'm really disappointed that it only goes up to a D.
Comment by Rebecca on December 10 11:42

Looks amazing! Can't believe it only costs £16. Think i'd rather go for nude though.
Comment by liz on December 10 11:48

So how come they cannot produce it in a 30E? Always the same, so boring and frustrating!
Comment by Jan on December 10 12:31

It looks great, but with so many women already wearing the wrong size bra, causing back problems etc, isn't this going to just exacerbate things?
Hardly looks like its going to hold a D cup in the correct position, does it?
Comment by Scarlett on December 10 12:32

Again - just disappointed that they aren't catering for anyone bigger than a D Cup! Come on Tesco!
Comment by Janet on December 10 12:33

Brilliant value, but a shame for us 'weird' sized girls (I'm a 32G - try finding a bra for THAT at any supermarket!)
Comment by Sal on December 10 12:33

I echo Rebecca's thoughts, it sounds amazing and something which I long for, but yet again it's another disappointment for girls requiring larger cup sizes - why can't they make nice beautiful bras like this for bigger sizes??
Comment by Kirsty on December 10 12:37

I agree with Rebecca: I am so sick of bras not going up to my size. Especially on items like this: it's a bra that offers support under clothes that don't allow a traditional bra. Smaller girls can get away with going bra-less, or using those stick on things, but girls with big boobs still have no backless options. Great article, MC, but a bit wide of the mark
Comment by Becca on December 10 12:38

? It's no longer on the Tesco website..!? has it sold out already!?
Comment by Maria on December 10 12:47

Very disappointed that it only goes up to a D cup. Do they think that bigger busted ladies do not want to wear these amazig bras. Of course we do - come on make it in larger sizes please!!!!!
Comment by Chrissie on December 10 12:48

Same comments from me too I'm afraid... Great news about this inventive bra but why don't Tesco realise that they are marginalising their market - why only up to a D ??!!
Comment by Rach on December 10 12:49

Sounds wonderful but as usual with all the great new inventions they never stock sizes higher than a D cup. So us bigger breasted woman miss out on the greatness this bra has to offer.
Comment by pandy on December 10 12:51

Typical - great underwear that ISN'T available for anyone larger than a D.

Comment by lCooper on December 10 12:58

Ah such a shame it only goes up to a D. There seems to be a high percentage of women these days that don't fit into the standard 32-38 and A-D...I just wish mainstream retailers would realise this. The only place I can find a 30FF is Bravissimo which do make fantastic bras, it's just they're pretty expensive...I'd love to be able to walk into Tesco and buy a cheap bra...if only!
Comment by Jade on December 10 12:59

Just knew it was too good to be true! Nothing past a D cup as always! I would pay double the £16 charged for this for a decent multiway in a DD!
Comment by Lou on December 10 13:07

Yeah - I agree - perhaps their engineering and design team are not up to the challenge!!! Although I reckon if they can manage a 38D then they should be able to manage at least 32E/34DD...Why don't we start a petition??
Comment by Sharron on December 10 13:07

LOOKS FAB BUT WHY NOT CATER FOR LARGER CUP SIZES . THERE IS A MASSIVE DEMAND BUT NO ONE SUPPLYING !!
Comment by tracey on December 10 13:12

I agree with previous posts. Why do they stop at a D cup?
Comment by Sian on December 10 13:22

..cant get excited as i find all the time that bras are always Too Narrow round to the back.
then u get the underarm overspill ...appalling.
Not too many strapless bras about that are anyt good either unless someone can tell me otherwise..they always seem to drop your boobs down a couple of inches..No???
Comment by anon on December 10 13:32

Naomi ...wears it best out of the two in this appalling dress if I can call it that..two swathes of material sewn together..not a classy act on either but Naomi sort of saves it
somehow...tho it should be binned forthwith
Comment by anon on December 10 13:40

I'd imagine an A-cup would have the freedom to simply not wear a bra at all!
Once again they leave out those of us who actually NEED to wear a bra.
Comment by Victoria on December 10 14:09

Great idea in principle, but once again it proves that many shops on the High Street still cannot grasp the concept that many women's bra sizes do not conform to their idea of 'standard' measurements.
Comment by Sarah on December 10 14:15

what about us DD girls. A great idea but as usual not in bigger sizes
Comment by jackie peck on December 10 14:25

Hahaha! All the fatties are complaining. Try eating a salad.
Comment by Sam on December 10 15:27

Sam, that is cruel.. Women with larger breasts aren't "fatties". I know some very slim women with large breasts.

They'll say that the reason they don't do larger bras is because it costs a lot more to cater to a larger range of sizes and there is less demand for those sizes than for the ones they do cater for. It is most likely down to the factories that produce them. The costs would be pushed up if they were to increase the range. Not my opinion, and I don't agree with all of it, but this is what I was taught when working in lingerie departments.
Comment by Lauren on December 10 15:49

Not big enough for me either. But a fabulous idea
Comment by Rosemary on December 10 16:57

Gutted - I am a 32F and I know my boobs are upright enough to wear one of these...and to Jackie who says the "fatties" are complaining - you are well off the mark, I for one am a size 6 and no boob job. It's because we're all different - you can't group us all together, and neither should the bra companies! Agree with Sarah about "standards"!
Comment by Jo on December 10 17:11

shame it is only up to d cup,come on loads of larger cupped ladies around without any options of multi bras afterr dd.
Comment by sue mitchell on December 10 17:17

Great! Went to the site to buy one and its not there ... can't believe its already sold out ?!
Comment by Jay Jay on December 10 17:41

and what about all of us girls who are in the higher end of letter sizes? most fo us higher than an e would love to have some sort of bra that offers mort than one way of wearing for under £35.... (i'm a 34 HH myself) and can't even afford a strapless to fit me.. when are they gonna cater for all sizes whether we're blessed with tea-cups of water melons?
Comment by pamela on December 10 20:16

It doesn't look like it would offer two poached eggs much support never mind anything else!
Comment by Taz on December 10 22:19

I'm joining in the complaints that it only goes up to a D- make a 32E please!
Comment by Kris on December 10 22:37

they don't do bigger sizes as it's probably not going to be able to hold your boobs in place. alternatively.. you could lose weight and get smaller :)
Comment by Anna on December 11 13:49

dissapointing. they never make anything bigger than a D cup, come on you guys how about going up to an E cup for once. I think manufacturers think small girls with bigger breasts don't exist. I'm a 32E, which is quite normal, yet there is never anything in my size!
Comment by kate on December 11 13:50

As usual this wouldn't fit any of the 4 females in our household. Why is it so impossible to cater for smaller back & bigger cup sizes? Would be great if it did that. Does it provide sufficient support for dancing etc. in the various positions though?
Comment by Anon on December 11 19:07

funny how it constantly the assumption that to have big boobs you must be overweight comes up. Please stop being so disrepectful ladies. We are all different shapes and sizes and there are big girls with small boobs AND big skinny girls with big boobs, so get over it and stop being mean.
Comment by taz on December 13 03:54


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