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.
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.
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!
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!