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

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