For something that half of the population need to wear every single day, it seems mad to think that the humble bra hasn't quite been mastered yet.
Whether you're getting back pain, red shoulders, boob sweat or are being jabbed by badly-fitted underwire, it's likely that during a single month your bra goes from feeling completely comfortable to entirely, well, not.
And it doesn't help that the average woman's breasts swell - and increase in sensitivity - during certain times of the month.
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With little other innovations in the field of practical lingerie, Canadian company House of Anesi are crowdfunding to create change.
Introducing the Anesi Bra, the label promises to wave goodbye to the aforementioned issues via a number of technological advancements.
Creating a bra that accommodates your ever-changing breasts, the high-tech innovation is said to conform to your body's changing shape throughout the month, shifting up to 2 cups and 2 band sizes.
So what's different?
According to the brand's Kickstarter campaign, the bra's "one-of-a-kind gel straps adapt like water and mould to the shoulders' natural contours. This distributes weight evenly across the back, reducing red marks and cooling the skin."
"This unique fabric accommodates hormone-induced breast fluctuations through elastic rigid compression zones, along with moisture-wicking and antimicrobial properties. A consistently snug and supportive fit, with total adaptation (up to 2 cup sizes larger) that snaps back after wear."
3D NYLON 'UNDERWIRE'
"The Anesi Bra has ditched the traditional metal underwire and replaced it with a 3D nylon lightweight alternative that flexes naturally with your movement."
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Available in two styles and in sizes 30B to 42I, it is estimated to launch in March 2019.
Having already raised over £28k of their £38.8k target with just 21 days to go... it's time to put your money where your mouth is and invest in your breasts.
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