This stretch fabric bra may not ignite the flames of passion but it has been given the OK by more than 10,000 women.
Made by infomercial maestros JML - who brought us such wonders as the Stainz R Out cleaning range and the Pedi egg - the Belvia bra has been chosen as product of the year in an independent survey.
On the plus-side, the bra is hook-free, underwire-free and is made from a breathable fabric that moulds to the wearers body and in doing so, JML says gets rid of the "dreaded fat back effect".
On the downside, it looks as comfortable as it sounds.
The JML models get ready for a comfortable day ahead in their Belvia bras
Nonetheless, the firm shifted a staggering 1.5 million Belvias last year alone and more than 10,000 women chose it as Product of the Year in the the world's largest independent consumer-voted survey.
Perhaps aware that the range is some way off being described as "lingerie" , JML has recently added a lace line and offers the bra in pink, blue and purple, as well as the standard white, black and matronly beige.
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Words: Anna Pollitt. Images: JML