A bra so comfortable it can provide support for girls diving out of planes has been named product of the year for women.
The Belvia Bra, by as-seen-on-TV stalwarts JML, scooped the top product of the year in the Women’s Clothing Category.
More than 1.5million of the ultra-comfortable wire-free bras have been sold since it was launched last year, and more than 10,000 consumers voted for it in the prestigious Product of the Year awards 2012.
Product of the Year is the world’s largest independent consumer-voted survey recognising the year’s most innovative consumer products.
Marketing Director of JML Philipp Lenz said: “Our sales suggest we have an amazing product and to have it recognised by Product of the Year is a great boost.
“It’s wonderful to learn those shoppers recognized Belvia Bra as the leading innovator in our category.”
CEO of Product of the Year Management, Mike Nolan, said: “It’s encouraging to see so many brands continuing to invest in product innovation despite the tough economic climate.
“This year we’ve seen a trend for winning products which offer consumers extra convenience, showing that despite the downturn, we’re still willing to pay a little more to make our lives easier.
“Congratulations to Belvia for Winning in the Women’s Clothing category with an excellent product that gives consumers the seamless comfort they crave for everyday use.”
The revolutionary £12.99 bra does away with hooks and underwires, moulding to body contours perfectly.
In July, D-cup daredevil Laura Muller threw herself out of a plane at more than 15,000ft to test the support capabilities of the bra – and declared it a glorious success.
The bra, which comes in three sizes in a number of styles, is available at ASDA, Boots, Debenhams, Wilkinsons and www.JMLdirect.com