A revolutionary bra designed by a British firm was being showcased at a major exhibition in New York today after Mayor Rudolph Giuliani gave the project his support.

The Bioform bra is among 100 products selected by the Design Council to show the diversity of world-leading British design at the UK With NY Exhibition at New York's Grand Central Station.

Designed by Derbyshire-based clothing company Charnos, the bra claims to lift and push from the sides, unlike traditional under-wired bras, which can protrude and pinch flesh under the arm.

It sold more than a million in just two months after it was launched in May this year and is the only item of clothing to be chosen for the exhibition.

Charnos directors hope that the event will help them break into the lucrative US market, but the exhibition was thrown into uncertainty following the terrorist attacks in New York and Washington

However, Mayor Giuliani insisted the project go ahead as planned as part of the city's attempts to get back to normal.


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