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The strapless / backless (invisible) bra
Invisible bra invented in Nottinghamshire
A Nottinghamshire scientist has come up with a bra that doesn't have any straps or back.
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.
Dr Jo models the strapless backless bra
What's the idea?
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.'"
"You have to think outside of the box. If you design a bra dependent on straps then of course you are going to need straps. If you think about things entirely differently..."
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."
"In fact in one of our products you don't even need straps at all. We've tested the backless and strapless bra up to a 34G."
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."
last updated: 28/09/07