Debenhams launches 'Boob Job in a Bra'

Debenhams has announced the launch of what it describes as the ultimate cleavage bra, aiming to boost women's assets and give the biggest cleavage boost on the high street.

Women will be rushing to get their hands on the new Triple Boost Bra which is a short-cut to a bigger, better cleavage. Available in a range of colours, Debenhams is predicting the bra will be an instant hit following its launch in store.

Sharon Webb, Debenhams Head of Lingerie Buying and Design commented: "More and more women are searching for a quick fix, low cost way to boost their assets and change their shape.

"We are constantly seeing a demand for new and innovative solutions lingerie, and the market has shown that people are wanting to enhance their bust, but without the weight, cost or pain of surgery."

The technology behind the bra is as simple as three steps to the perfect cleavage, and has taken two years to perfect.

The push up bra works using clever cleavage technology. Three separate foam pads in varying densities are pushed in different directions, resulting in a maximum impact cleavage and shape. There are three different sections in the cup to create the effect: a soft foam cushioned pad enhances the shape of the bust; a medium foam cushioned pad lifts the bust and finally, a firm cushioned pad adds the mega push and lift.

Sharon Webb continues: "It wasn't as simple as putting extra padding into an ordinary bra or revamping a double cup boost bra. It's basically a boob-job in a bra."

The bra is the first of its kind, as no other high street retailer has developed a three-step cup to create such a dramatic cleavage.

The triple boost bra is available in sizes 30A - 38DD.