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Soft Cup Bras have one major problem, they are not always sexy and effeminate to look at. Yes you may get support, yes you may have great shape, but sadly rather often what you don’t get is a bra that looks outstanding in it’s own right. Twice a year there is the huge buying show for the lingerie industry at MODA held at the NEC in Birmingham where I, like a heap of other lingerie buyers buy for the following season.

So last August I was buying for Spring Summer 2011. One of our regular suppliers is Bestform Lingerie (formerly Vanity Fair) who make fantastic side shaping underwired bras in their Pretty Plus range. On the soft cup (non wired side, they make the Cotton Support Bra and the Front Fastening Posture Correcting Bra, both of which are functional, but not what might be called sexy. Sitting down at the table with the rep, she arranged for one of the models to showcase the collection for me and firstborn out, was the Modern Comfort Bra which at original glimpse I thought was a beauteous underwired bra. Imagine my surprise when I realised that this stunning bra was in fact a soft cup bra. Along with a good deal of other buyers we have been asking the industry to make prettier, sexier soft cup bras in sizes above a B or a C cup and this for me was one of those eureka moments that very seldom come. A young model wearing a non wired bra, that did not look like it ought to have been worn by her Great Grandmother, modern, stylish, sexy and unquestionably feminine. Not only that it offered fantastic aid and gave outstanding shape. So for me a first, I made a forward order for a soft cup bra, in the way I ordinarily would for a fashion bra.

Now for those of you who want the more technical information, the Bestform Modern Comfort bra has an special importance and significance on effeminate styling and attention to detail, incorporating magnificent aid and ease qualities. The self-coloured pin-stripe fabric of the bottom cups, front underband and wings mixes beautifully with the finelooking lace top cup and lace insets at the centre and side seam. The 3-section cup and side shaping panel heighten the silhouette. Straps are entirely adaptable to suit a wide range of body shapes. The deep underband maximises lift and help and alleviates ride up or roll over. So if you are one of the galore women who for whatsoever reason can not wear or do not like wearing a wired bra, then the Modern Comfort Bra from Bestform may be what you’ve been waiting for. Available in Black or White for only £24