Most women would love perfectly pert breasts - but half of these women hate having to wear a padded bra to get them.
Hugs all round for Marks And Spencer's lingerie development team then, where designers have invented a brand new bra claiming to provide the wearer with perky cleavage while being completely free of padding.
The Youthful Lift™ bra aims to deliver a 'sprightly silhouette' using uplifting support, a new moulding technique, special fabric and a unique hidden sling.
Soozie Jenkinson, Head of Lingerie Design at M&S says: 'For over a decade, women have relied on T-shirt or push-up bras to provide an uplifted silhouette.
'We know that not all women want padded bras, so we created Youthful Lift™, stylishly designed to deliver a sprightly silhouette without relying on traditional padding.'
The bra features a feminine lace print design and keyhole detailing. It also includes a smoothing back wing to give a flattering shape and appearance under clothes.
Paschal Little, Head of Lingerie Innovation at M&S, said: 'Technical improvements in innovative bra construction have allowed us to develop non padded, moulded bras that give the same shape and support as a padded bra.
'We have used these techniques in the development of the Youthful Lift™ bra and also included a hidden sling to deliver additional support and shape enhancement.'
The bra is available in store and online from this week in sizes 34B-42DD, and costs £19.50.