Miscellaneous

Dr Joanne Morgan from Stapleford, Nottinghamshire has just won a national business award for her bra idea that could give the lingerie industry a big boost.

She's come up with a backless, strapless bra for larger breasted women.

Apparently, the mainstream market only caters for about half of the female population because it's harder to make bigger bras.

"With 50% of women being above a 34C cup they are not able to buy a lot of the outer wear that they want to wear because they cannot find a bra to go underneath."

How does it work?

Dr Jo came up with the idea after a glass of wine...

"I thought 'Why is everybody doing it the same way? It doesn't work for larger sizes.'"

It helps that she's a scientist by trade.

"We use the forces of gravity and the forces of physics in a very different way (from the traditional bra). It means we can reduce the size of the straps you need."

What inspired you?

Dr Jo says it all came out of frustration. She's a size F and was trying to fit into a glamorous dress for a special do but couldn't find the right bra.

"I invented it for totally selfish reasons."