I think we can all agree that innovation is the catalyst of forward movement in any industry. So when I was introduced to the award winning patented technology of the Irish based foundations brand, Embrace® at Curve last February, I decided to dig deeper. What I discovered was a revolutionary construction system that allows the frame of the bra to float free from the garment but remain stable on the torso. This Internal Support System separates the downward compression of breast weight from the horizontal tension of the bra band, The fit remains in place, even as the actual garment moves throughout a woman’s day. Engineered to accommodate bras, the development has expanded to include sleepwear, shapewear and daywear and is available with or without underwires. Fitting bra sizes 30 – 40 and B – G cups, I am particularly intrigued by the application for camisoles and slips. The potential this invention portends for the Intimates market is enormous and worth investigating for any brand interested in the “next new thing.” Inquiries:reenagh@embrace.ie
