If UK lingerie brand Ultimo has its way, a lot of British plastic surgeons will be looking for work soon.
With fanfare fit for a royal visit — or a space launch — Ultimo today unveiled its latest cleavage-boosting marvel, the Icon bra.
Calling it “the world’s most technologically advanced bra,” Ultimo president Michelle Mone said the Icon creates “an instant boob lift” by shaping, lifting and compressing the breasts.
But Mone says the Icon, which retails for about $25 USD, is unique.
“Icon is the world’s first boob lift bra and light years ahead of other bras out there,” she said in a press release. “Not only does Icon dramatically uplift the breast, but it’s also the most comfortable and lightweight bra in the world.”
The Icon is the result of two years of testing and cost “a massive six-figure sum” to develop, she added.
Ultimo has made big market gains in Britain over the past few years with other bust-enhancing bras like the popular Mega Boost, which was launched only last fall and claimed to add two cup sizes through the use of built-in silicone gel implants. The Icon builds on that success by combining compressed foam inserts with a built-in microfiber sling that lifts and compresses.
Ultimo is clearly going after women who are concerned not just about their silhouette, but aging as well.
“Icon works to prevent younger breasts from sagging and, for women who already have saggy boobs, it uplifts the breasts in an instant to the perky pair they once were, making the breasts look up to 10 years younger,” Mone said.
“People are obsessed with looking younger and getting rid of wrinkles on their face, but lack of shape and perkiness to the breast area is a dead giveaway to a woman’s age too and can also be given a more youthful look, which is exactly what Icon technology delivers.”
And Mone isn’t modest when it comes to assessing the new bra’s impact:
“I’ve been inventing, designing and manufacturing bras for over a decade now and this is without doubt the most advanced invention ever to hit the bra world.
“Each small stitch on the ICON bra is one giant leap for womankind. The bra was named the Icon because we truly believe it will become an iconic lingerie product.”
For North American customers, Ultimo offers delivery in 3-5 days via FedEx for a standard shipping charge.
Here’s a look at how the Icon works: