Kim Kardashian's SKIMS Launches the "No Boob Job Bra"

Kim Kardashian's solutions-orientated label, SKIMS, just launched its most innovative product yet: SKIMS' Ultimate Bra.

Hoping to reinvent the traditional push-up silhouette for a new generation, the ultimate bra aims to provide a full, perfectly shaped and naturally lifted look. Crafted after years of development and extensive testing, the bra was created using 3D scans and moulds of real women's breasts, including Kardashian herself.

Promising a "total breast transformation" without the expense, downtime or pain of a boob job, the new bra was crafted with microfibre fabric to ensure softness and flexibility. Traditionally, push-up bras have used one large foam pad within its cups, often causing too much of a lift or compressing the bust and resulting in a shelf-like look. As a result, the SKIMS Ultimate Bra boasts tapered foam cushions to provide a graded fullness and more natural, teardrop shape.

Featuring a bonded neckline and wings, the new bra features smoothing technology and a concealed underwire in soft brushed casing for a comfortable yet seamless look.

SKIMS' new Ultimate Bra will be available in sizes 32A to 44D in 10 core colorways.

Take a look at Kim Kardashian explaining the process below and head to the SKIMS website to join the waitlist.

In other news, Rihanna stars in the new Savage X Fenty maternity campaign.

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