Gossard launches gravity-defying minimalist bra for bigger-busted women
22:42 GMT, 23 July 2012
They've been helping to give smaller-breasted women an extra boost in the chest area for decades, but Gossard's latest creation is aimed at bigger-busted ladies.
The lingerie firm have launched a gravity-defying, sheer and minimalist bra which allows well-endowed women to show off their assets with confidence.
The new Gossard Glossies bras have been uniquely moulded to embrace fuller cup sizes, while being as sexy as those available to smaller women.
Gravity-defying: The new Gossard Glossies bras have been moulded to embrace fuller cup sizes without using heavyweight material and are priced at 26
Unique: The Glossard moulded bra has a hidden wire for extra support and a double layered wing
The product has seamless inner ‘secret sling’ which gives extra lift and projection without using heavyweight material.
It also has a hidden wire for extra support, a double layered wing to provide an anchored position and balanced support system.
Gossard will launch their new range with sizes ranging from D to GG as part of their Autumn Winter collection, along with their standard A-D cup sizes.
Extra lift: The Glossies moulded bra, in cup size DD-G will be available in black, white, mocha and nude
The bras were trialled by plus-size women who each wore the bra for 50 hours each. The average bra size for women in the UK has expanded from 34B to 36D in recent years, however the selection of bras to fit these cup sizes has previously been lacking.
'For many years bra designers have stumbled when faced with the larger cup sizes, and this has meant less attractive lingerie for ladies with a fuller figure,' says Gossard head designer Stacey Lindsay.
'Historically bigger sizes have been based on the smaller sizes, but have sacrificed style to deliver the much-needed support.
High profile campaign: Sophie Anderton was nicknamed the 'girl in the grass' thanks to this Gossard billboard
'Our team has worked relentlessly to find a way to make it possible to offer our most minimalist and sheer bra for our bigger-breasted customers.
'It was a huge challenge, and we were pioneering never-tried before techniques. But we’re now 100 per cent satisfied we’ve developed a design that stays true to the core cup sized bra, without compromising on style, comfort or fit.'
The bra manufacturer is famous for it's sexy campaigns, which includes a controversial advert featuring model Sophie Anderton which was launched in 1996 with the strapline 'Who said a woman couldn't get pleasure from something soft'
Pushing boundaries: Eva Herzigova stars in the famous 'Hello Boys' Gossard campaign
Gossard managing director, Tony Jarvis, says he's delighted that boundaries are being pushed to deliver a pioneering approach to meeting customer demand.
'At Gossard we’re constantly striving to push the boundaries and apply new technologies and techniques to give our customers what they want,' he said.
'Glossies in bigger cup sizes is just the latest evolution, with gravity-defying design.'
The Glossies moulded bra, in cup size DD-G is available in black, white, mocha and nude from www.gossard.com and is priced at 26.