Put back-fat behind you

Back -smoothing -bra

It’s the look no woman wants to showcase at the office Christmas party – back cleavage. Research from Sainsbury’s has identified that ‘back fat’ is one of the most common problem areas for women and in response to customer demand, the supermarket has developed the holy grail of party lingerie – a back smoothing bra.

A year in development and tested through wearer trials, the exclusive Back Smoothing Bra has been constructed with Powermesh fabric – the same body-shaping fabric used in control lingerie.

The wide back panel compresses any bulges to create a smooth, streamlined back, emphasises the waistline and hinder the effects of festive overindulgence.

Unlike a traditional bra, the fastening has been positioned at the front between the cups to avoid VBL (visible bra line) and the straps have been moved closer to the centre of the back to avoid unsightly armpit cleavage. The bra is also free of elastic to ensure it doesn’t dig into the skin and cause rolls.

Available in slimming black, the Back Smoothing Bra has been designed to banish the image of shapewear as ugly, industrial garments as seen in Bridget Jones’ Diary. With a pretty silver clip front fastening and a feminine, flattering t-shirt bra cup, the bra is as discreet as it is figure-transforming.

Toni-Ann Lindsay, Sainsbury’s Lingerie Buyer comments: “Our in-house design team has engineered this Back Smoothing Bra after ‘back fat’ was highlighted as one of our customers’ biggest body concerns.

“Both flattering and functional, we want our customers to know that Sainsbury’s has got their back this Christmas and it’s looking great”.

Available in 50 Sainsbury’s stores nationwide from today, the Back Smoothing Bra is £10 and ranges from sizes 34-38 B-DD and 40C-DD. To complete the look, team it with the No VPL Knicker, 3 for £8.

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About the article

  • Posted on: 19 December 2012
  • Type of article: Press release

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