An innovative new strapless, backless bra has been launched in the US following its success in Australia, Europe, the Far East and Japan.

The BustFree Bra was invented in Australia by a woman who wanted a more comfortable alternative to conventional bras, and one that could be worn with strapless backless fashions.

It is made from medical grade expanded polyurethane and is held securely in place by the wearer's clothes - not adhesives.

David Blacklock, president of BustFree USA, said the bra, which is patented worldwide, has none of the negative aspects of silicone versions which are heavy and uncomfortable.

When it was featured on the national Australian TV Show, Today Tonight, 50,000 BustFree Bras were sold in the first month.