Lingerie designers in France have come to the rescue of men by developing a "fumble-free" bra featuring a magnetic clasp that undoes with a simple twist.

The new £35 bra, which will hit shop shelves this autumn, has a gold magnetic clasp and has been tested to make sure it does not affect the wearer's health or interfere with mobile phone signals.

Experts at Bolero say the new clasp will help amorous men who struggle to undo traditional bra hooks and be of benefit to the 80 per cent of women who put their bras on back to front before pulling them around.

"Men have always found the fastening system to be barbaric", said a Bolero spokeswoman.