Press Centre

Get some va va voom with the AbracadaBRA

Aerodynamic engineer adds extra thrust to the nation’s bust

  • Six out of ten women are unhappy with the size/look of their bust-line
  • 75% of young women wear a push up bra on a daily basis
  • Marilyn Monroe is the nation’s bust icon
  • George at Asda introduces the first ‘aerodynamic’ two-size bigger bra to the market

First came the innovations to smooth those unwanted lumps and bumps, and now George at Asda is bringing a bit of magic to lingerie with the UK’s first ‘aerodynamic’ bra – using new technology to propel the nation’s bust two cup sizes without feeling uncomfortable.

In response to over half of the female population admitting they are unhappy with the size of their bust, George has come to the rescue to provide the ultimate bra innovation. The Abracadabra will boost the bust two sizes while perfectly fitting itself to the female form to provide comfort and softness.

A whopping 75% of 20-29 year old women surveyed admitted to wearing ‘push-up’ bras on a daily basis, with 48% of women under 29 specifically wanting to make their bust larger. Further research showed new mothers are most concerned with the look and size of their cleavage – 69% admitting they would like to improve their chests.

George at Asda enlisted the help of ex-mechanical engineer turned technological bra designer Antonio Padula to create the innovative product. Using his knowledge he has struck a balance of both form and function. A master of understanding the importance of curvature and shape following years in the aerodynamics engineering industry, he has managed to address the concerns of women across the nation who find push up bras too uncomfortable (15%) or ineffective (87%). The Abracadabra was created to feel ‘at one’ with women’s curves, while still giving an enhancement of two sizes.

The bra uses innovative ‘A2S’ technology, which means that it is made up of a single component injected mould rather than the usual multiple layered, padded insert or air filled cups. It is with this remarkable technology that George has managed to significantly increase the comfort of the padded bra as we know it, streamlining its shape for an instantly larger and lifted look while remaining discreet underneath clothing.

George Brand Director Fiona Lambert commented: “As ever we continue to strive to be the first to market with innovative and problem solving solutions for both women and men. The Abracadabra is as magic as its title professes. It enhances, uplifts and enlarges the bust area by two sizes through its remarkable technological engineering. We expect sales of the bra to take-off as soon as the collection hits the shelf.”

Further survey results concluded that alternative methods of bust enhancing solutions were not popular with only 23% citing exercise as a preferred solution to their bust worries, 11% considering going under the knife and a mere 10% willing to give a bust firming cream a try.

The Abracadabra is available in black and red, retails at £6 and is available in stores and George.com from November 23rd. There is free delivery to all Asda stores on online orders.

Notes to Editors:

Results obtained from Asda’s Pulse of the Nation survey 1st – 4th November 2011

Celebrities with the most admired bust-lines included:

  • Marilyn Monroe – 42%

  • Kelly Brook – 22%

  • Angelina Jolie – 5%

  • Cheryl Cole – 4%

  • Christina Hendricks – 3%

  • Michelle Keegan and Helen Flanagan – 1% each

Posted in Press Centre on 22 November 2011