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Tue, Jan 19, 2010
The New Paper
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Bra-zen technology
by Teh Jen Lee and Chng Choon Hiong

WHEN does cleavage become a turn-off?

When it becomes a wrinkle, it seems.

The anti-wrinkle bra, called La Decollette, is to be worn at night so that it prevents wrinkles from forming between a woman’s breasts. (See graphic at right.)

This and many other types of lingerie will be unveiled in an upcoming lingerie show in Paris from 23 to 25 Jan.

There’s also a bra that changes shape depending on the wearer’s body temperature. It is made by Lisca, a European company founded in 1955 that also makes lingerie, swimwear, nightwear and blouses.

Some 20,000 people in the lingerie industry from more than 100 nations are due to attend the fair, bringing together more than 500 brands, including Brazil’s LZ, which will fly in an ultra-light bra that weighs only 67g.

Singapore lingerie vendor May Chew, who has a shop called Katong Cuty at Parkway Parade, said: “A normal cotton bra with wire will weigh much more than that as the wire itself is heavy.”

The Paris fair’s fashion manager, MsSophie Morin, told AFP: “High technology is playing a growing role in underwear.”

She added that ultra-sound and laser technology are used to cut and construct garments “without seaming or stitching”.

Talk of these bras has already been making the rounds on websites and blogs.

One blogger said on, which consigned the cupless Dutch-designed anti-wrinkle bra to its “department of daft”, wrote: “I dread to think of my husband’s likely reaction if I were to come to bed wearing it.”

So what do Singapore women think?

Communications manager Esther Tay, 28, said she won’t buy the new bras.

“A bra is just for support,” she explained.

“I don’t really care much for these bras’ purported functions, like preventing wrinkles or increasing my cup size.

“I really can’t be bothered too much about their size or what people think of them.” .

However, if the bras increase her comfort as a wearer, she may reconsider.

“For example, if they give great support without the wires that come with conventional bras, I might consider,” Ms Tay added.

A teacher who declined to be named said candidly: “Anti-wrinkle bras are not necessary because I have no cleavage to start with.

“As for the bra that changes shape with my body temperature, that’s also not necessary because I wear a sports bra when I work out. When I went trekking in the desert, I spent money on bras that were quick-drying.

“If something that is useful for my lifestyle is invented, for example, a self-cleaning bra that doesn’t need water, I would consider buying it if it’s not too expensive.”

This article was first published in The New Paper.

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