At size 50L, the world’s largest strapless bra: New underwear will allow …

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Once an ample bosom meant shying away from strapless bras and their lack of support.

But now bigger-breasted women need not worry about wearing shoulder-baring summer dresses – thanks to a strapless bra designed especially for them.

The Naturally Close bra costs between £24 and £30 and is available in sizes up to 50L, making it the world’s largest without straps.

Bust a move: The Naturally Close bra costs £30 for the larger sizes, and is available in size 50L

Unlike many other large underwear items, the Naturally Close bra is made of sheer fabric and uses silicone technology.

The bra can be worn conventionally, strapless, cross back, halter-neck and asymmetrically.

Silicone elastic is used along the neckline and under-band to ensure security.

The bra also has extra boning in the sides to enhance the bust shape and profile.

Lollie Todd, lingerie buyer at JD Williams, which produced the bra, said: ‘In the UK women often accept that a bigger bust means limited lingerie options and more often than not, rather less alluring ‘boulder-holders’.

In Europe, the ladies refuse to forsake fashion for comfort.

‘We want to reassure the curvier lady that choosing between support and style isn’t the only option as the Brazil inspired bra offers both – embracing your curves with cutting edge technology.’

It is available in black, white, ivory, teal, pink and mocha.

The average Briton’s bra size is 34DD but experts have said the demand for larger ones is soaring – with 12 per cent of JD Williams customers wearing J,K or L cups.

The body shape of women has altered in the last few decades with many discovering they have developed bigger breasts due to changes in diet and lifestyle.

Bravissimo launched the first 28-inch back size and fitted shirts tailored for women with bigger chests as well as introducing the KK-cup size in 2009.

But the KK was not enough and customers soon complained that they needed an even bigger size.

In response the firm released the jumbo bra in cup sizes D to L in 2011.

Plus-size clothing retailer N Brown launched their own version of the strapless K bra in 2012 – which was jokingly dubbed a ‘hammock’. The bra was far from dowdy, with the firm crediting the garment for a recent rise in sales.

Its chief executive Alan White said the strapless bra was one factor behind a 2 per cent increase in sales in a six month period.

In a year, the 42K bra sold more than £100,000 of stock worldwide – accounting for a tenth of the company’s bra sales in 2011.

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