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  • Magnetic bra, undies on sale

    Published on December 18, 2010

    A BRITISH department store unveiled a hi-tech line of lingerie today that stays on thanks to magnets.

    The underwear, about to go on sale at high-end department store Selfridges, features tiny invisible magnets instead of fastenings to overcome the problem of tricky bra hooks.

    The bra comes with a matching pair of “clip-on, clip-off” panties, which have magnetic side strips.

    Created by French designer Laetitia Schlumberger, and named “Dement” – the French word for ‘insane” – the underwear costs upwards of £165 ($US256) for a bra and panties set.

    “While fumbling to unhook a bra strap is a romantic comedy cinematic cliche, it can actually be quite a passion killer,” said Helen Attwood, the head lingerie buyer at Selfridges.

    “This new magnetic lingerie is not just easier to use, but also the biggest innovation in the underwear market for years. Those moments wasted with the bra fumble can now be put to much better use.”