Brandsexclusive Australia – New Bra Range

Brandsexclusive Australia New Bra Range

Brandsexclusive Australia New Bra Range

Brandsexclusive Australia loves the idea of a new range of bras from the British upmarket superstore Selfridges which are held in place by the use of tiny magnets.

This overcomes those pesky bra hooks which can prove a problem for everyone and Brandsexclusive Australia says that has to be a good thing.

But it's not just the bras which make use of the tiny, almost invisible magnets which keeps the bra fastened. The bra comes complete with panties which are labelled clip-on, clip-of'. These employ magnetic side strips so that they can be fastened, and unfastened, at lightening speed.

So, an age old problem has been solved and expect the magnet' technology to become more widely available across future underwear ranges. At the moment, the magnetic range of bras and panties doesn't come cheap.

The range is called Dement' which, funnily enough, is the French word for insane and is the creation of designer Laetitia Schlumberger. A Dement bra and panties set will rob your pocket of around $260.

The Head of Lingerie Buying at the British department store makes no bones as to one of the major benefits of a quick release bra.

Helen Attwood said: "While fumbling to unhook a bra strap is a romantic comedy cinematic clich, it can actually be quite a passion killer. This new magnetic lingerie is not just easier to use, but also the biggest innovation in the underwear market for years. Those moments wasted with the bra fumble can now be put to much better use."

Which is perhaps why the French designer called the range Insane; as by its smooth action, it now avoids that very medical condition insanity brought on by frustration!

The bra of course has become a focus point of femininity from what is basically is an article of clothing that is their to support a section of the body. Bra is an abbreviation of brassiere and you can see why the word was quickly shortened. It replaced the dreaded corset in the 19th Century as the clothing of choice to provide support and shape. Increasingly in the fashion world it has taken on icon status and the industry is worth billions.

The corset still available and now more an oddity rather than function clothing garment was a nightmare for many women, especially when the fashion was for tiny wasp waists and helpers had to be enrolled to tighten the strings to maximum tension. When the bra came along, it was liberation in more ways than one.

So the Brandsexclusive Australia team are looking forward to trying out their first magnetic bras and seeing if the promises ring true. No more catches: now it's a case of on, off and off, on. Just like that!

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