Cleavage busters

There are few things more embarrassing for a woman than having her bra strap give out in public. Recently, purchasers of the new Wonderbra have been suffering this very fate and the company has had to recall the new product.

The new bra, called the "Deep Plunge Clearly Daring", which was specially developed for plunging necklines, went on sale in Britain last month. However, Wonderbra manufacturers soon began receiving complaints that the strap holding the two cups together at the front were snapping while being worn.

The company Playtex, which together with Wonderbra is owned by Sara Lee Intimate Apparel, has blamed the problems on a "manufacturing fault". It added that the faulty bras were limited in number because they belonged to an early production batch. The company has promised that the 22-pound brassieres will be back on the racks in January 2005.

Thankfully, another model by Wonderbra, called "Deep Plunge Beyond Belief" has not been recalled and will undoubtedly be worn under daring party frocks during the coming holiday season.

Wonderbra first saw the light in 1994, worn by supermodel Eva Herzigova in an ad campaign that promised women unlimited lift and volume with its push-up-squeeze-in support system. Since then the Wonderbra has lost some of its original star status and media attention but remains a strong performer for Sara Lee. Furthermore, the intimate apparel concern has had great success with its Smooth Illusion pantyhose, which promises the wearer the appearance of a smaller bottom. Now who wouldn't want that?

www.wonderbra.com
16 December 2004

Ann Summers & Wonderbra

Ann Summers has collaborated with Wonderbra makers Sara Lee to create a branded lingerie collection. Called Wonderbra's Deep Plunge line, it will debut in 5 Ann Summers stores this week, with a further roll out of 35 stores if the line proves successful. The bra sells for £22 and includes two bra styles and matching thong in black and white.

11 November 2004

Scientists developed smart bra

Australian scientists have invented a smart bra, which tightens its own straps when the wearer needs more support. The bra is made of a fabric with a special coating that makes it contract when the strain on it passes a pre-set level. Scientists at Wollongong University say the brazier automatically provides women with extra support during strenuous activity such as exercise.

Other smart fabrics being developed by the team include a knee sleeve that tells athletes whether they have landed properly and a cloth for the US military with built-in solar energy cells and batteries. The team is also working with doctors at Sydney's Royal North Shore Hospital on a glove for people with hand injuries that uses electric signals to help patients clench their hands and pick things up.

February 13, 2003