Maidenform's Breakthrough Backless Bra

The first ever Breakthrough Backless Bra was seen on ABC's hit TV show, American Inventor. It was designed by Elaine Cato who won second in the competition. During the final episode , Maidenform surprised her with a licensing offer.

This unique bra can be worn under a variety of backless and low back fashions. The Breakthrough Backless Bra is crafted with silicone on the wire channeling to prevent slippage. The seamless molded foam cups provide a natural shape on the body and are smooth under clothes. It is made of 80% Nylon and 20% Spandex.

It will be the centerpiece of Maidenform marketing this year that emphasizes new products and seeks new customers. The tagline of the campaign: This Feels Right.

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