The Ultimo Bra

The Ultimo bra was borne of a need for the combination of two all-important aspects of a woman’s wardrobe: comfort and cleavage. In 1996 Ultimo founder Michelle Mone was attending a dinner party when she decided that her uncomfortable bra would no longer cut it and she set out to create a bra that enhanced her silhouette without causing constriction.

            Soon after her epiphany, Mone launched MJM International and after three years of research, design and development the patented original Ultimo bra was launched at Selfridges department store in London. Over 50 photographers and camera crews from all over the world showed up to witness the unveiling of this new and revolutionary bra model.

            Using patented liquid silicone gel technology, the Ultimo bra changed the face of lingerie by giving women a bra that they could wear confidently without pressure and pain. The unique silicone gel mimics the mass and texture of breast tissue so that the bra inserts move and feel like natural breasts, while also uplifting the bust, creating stunning cleavage.

            The Ultimo bra is composed of only select fabrics of the highest quality such as super-soft microfibre polyamide yards, which lay flat on the body and lend themselves to a smooth transition at the cup. Each piece is precisely made and detailed appropriately including beautiful touches of lace and ribbon, which give them a feminine flair.

            With all of the special attention paid to construction, design and function, it’s not hard to believe that the Ultimo bra became an immediate celebrity favorite. Julia Roberts donned an Ultimo bra in her film Erin Brokovich and Kylie Minogue took an immediate liking to the sexy lift and shape of the innovative new piece. All of these factors have contributed significantly to the ongoing success of the Ultimo bra and has inspired the creation of additional Ultimo products including shapewear and fashion lines.

References:

"Ultimo". BraWise. http://www.brawise.com/bra-brands/ultimo/. 3/1/2011.

"Ultimo (lingerie)." Wikipedia. 2/24/2011. http://en.wikipedia.org/wiki/Ultimo_(lingerie). 3/1/2011.

Thomas, Pauline Weston. "Bra Fashion History - After 1950." Fashion-Era. http://www.fashion-era.com/bras_after_1950.htm. 3/1/2011.