Tesco launches 'Limitless Bra' that can be assembled in 'never-ending' combinations

LONDON - Tesco is launching a Limitless Bra which can be worn a 'never-ending number of ways' under its Diamond Boutique lingerie brand.

The bra comes in several parts, including two cups and a selection of straps allowing the wearer maximum flexibility. Each cup has 24 hook positions and the back strap a further 28 hooks.

The supermarket claims it is the 'most innovative lingerie invention ever to be introduced to stores throughout the UK'. The bra was created by Michelle Mone. Jan Marchant, buying director at Tesco Clothing, says the supermarket expects the bra to be a must-have for the Christmas party season.

The launch comes in the traditionally busy Christmas period. According to John Lewis in the six weeks before Christmas the weekly spend on lingerie and women's nightwear increases by more than 70%.

Unfortunately a large proportion of these purchases will find their way back to the stores, or languish forgotten in drawers due to the fact they are the wrong size, or simply disgusting.

The Limitless Bra will retail at £16.00 and will be available in sizes 32-38 A-D in black and nude.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer