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Kiwi Women Reshape Future In Silicone Valley Bra

Ever wanted the enhanced cleavage of Hollywood starlets without having to go under the knife? Now Kiwi women can have their own silicone-enhanced bust, without the surgery, when Elle Macpherson Intimates launches its Silicone Valley bra this week.

Silicone Valley, the first New Zealand designed push up bra from local company Bendon, uses revolutionary silicone gel sacs to provide the ultimate boost to a woman’s bust.

The concept, which has been in hot demand around Europe and America, uses gel sacs instead of padding for a more natural feel.

Designed here with input from Elle Macpherson herself, Silicone Valley will be available in New Zealand from October 7 and will also launch in Australia early this month.

“It was called Silicone Valley as a tongue-in-cheek reference to both the key ingredient that makes the bra so special and to the ‘valley’ it creates in the bust line,” Kay Cohen, Elle Macpherson Intimates general manager says.

Designed to give a classically enhanced cleavage rather than just making the bust look bigger, the company believes Silicone Valley is destined for big things!

“Because the sac contains fluid, it feels just like your own boobs! Not like the stiff padding that can be found in other push-up bras. Women who have worn it say it feels totally natural and comfortable,” says Kay.

And in case women are worried about silicone leaks at the office, Kay Cohen says the bra has undergone rigorous testing to ensure it won’t burst while wearing or washing.

Silicone Valley is being launched with a slightly raunchy advertising campaign that features Elle as a 50s Hollywood pin-up girl. “She’s just perfect and looks ‘to die for’. The campaign suggests that we all have an alter ego,” says Kay.

Silicone Valley will be available in this season’s hottest colours and prints, including electric pink, black, white and a wild leopard lace print - a fashion must have.

The bra has a recommended retail price of $49.95. Two styles of briefs are available - g-string and a tanga, designed to be worn low to suit hipster style skirts and trousers. The briefs retail for $24.95 each.

Silicone Valley from Elle Macpherson Intimates will be available this month from selected department-stores and independent retailers, Bendon on Broadway in Newmarket and eight Bennett & Bain stores nationwide.


For further information please contact:
Kay Cohen Claudia Macdonald / Sarah Rogan
General Manager Beyond Public Relations
Elle Macpherson Intimates Ph: 09 306 1804
Bendon , Ph: 09 274 4244 Mobile: 025 932 418 / 025 234 3238

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