SKIMS unveils its 'most innovative bra to date'

SKIMS has deployed 3D scans and moulds of real women’s breasts, including those of its Co-Founder and Creative Director Kim Kardashian, to create what it has dubbed its most innovative bra to date, the Ultimate Bra.

The super push-up style promises "total breast transformation" and differs from other push-up bras due to its teardrop shape. While other push-up bras tend to use one large foam pad causing too much lift, compressing the bust to create a shelf-like look, the Ultimate Bra is engineered with tapered foam cushions providing graded fullness and a naturally rounded teardrop shape.

Kim Kardashian describes it as a "boob job in a bra" and said of the product development: "We studied so many women's busts using 3D scans, including my own, and inch by inch we created these really natural looking cups that have a graded teardrop shape that sits seamlessly under clothing... This bra creates a totally smooth and natural look."

SKIMS has used a sheen microfibre fabric on the Ultimate bra to ensure softness and flexibility for all-day comfort. The bra's bonded neckline and wings incorporate innovative smoothing technology, to guarantee a seamless look under any clothing, while the concealed underwire is encased in a soft brushed casing, prioritising comfort without compromising support.

The Ultimate Bra is available in 10 core SKIMS colourways, catering to a wide range of skin tones, and is offered in an extensive size range, available from 32A to 44D.

The waitlist is now open and the bra will drop online at Skims.com on Friday 17 August, priced at £58.

SKIMS, who was co-founded by Kim Kardashian, Emma Grede and Jens Grede in 2019, recently reached a valuation of $4 billion (£3.1 billion) after its Series C fundraising round.Wellington Management led the latest $270 million funding round with additional participation from Green Oaks Capital Partners and existing partners D1 Capital Partners and Imaginary Ventures.