A Strapless Bra For D+ Cups That Actually Lifts? We’re Cautiously Optimistic

Let's all take a moment to appreciate just how hard our big-busted friends have it when it comes to bra shopping. It's tough enough finding a comfortable bra that lifts and stays in place — add strapless to that set of requirements and you're talking about the brassiere bogeyman. Like, does it even exist? Strapless bras, in particular, ask a lot more than your standard number. Namely, support and fit that'll feel good under a shoulder-baring outfit, while being completely invisible to the naked eye. No easy feat, especially when the piece has to suit larger cup sizes. Well, Maryland-based startup Kewi Bra has reinvented the wheel — and its high-tech contraption is available for pre-order now.

Created just in time to honor the 100th anniversary of the first-ever bra patent, the gizmo seen in the video above is made specifically for sizes D through P. (So, it's real, and it's not hiding underneath your bed.) Founder Muyiwa Olumide explains, “The trick is not creating a device to lift 10 to 15 pounds, but making the technology invisible so the user feels like she is wearing simply a sexy bra rather than a complex medical apparatus." Kudos for the innovative design, but we still can't help but think the final product looks kinda scary (check out the video to see what we mean). But, hey, you be the judge: Would you shell out $150 for the Kewi bra if you were guaranteed adjustment-free comfort and support? It may just be a step in the right direction from the 70-clasped torture devices our moms strapped into.