Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


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.

ends

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

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Finance: Major Campaign To End "Gross Overtaxation Of Savings"

The campaign – which includes a special web site through which New Zealanders can e-mail their own and other MPs and party leaders – is backed by Age Concern, Consumer NZ, the Financial Services Council and the Taxpayers’ Union. More>>

ALSO:

Scoop Business: Leighton-Led WGP To Build, Manage Transmission Gully

The Wellington Gateway Partnership, led by a unit of ASX-listed Leighton Holdings, has won the $1 billion contract to build the Transmission Gully road north of Wellington. More>>

ALSO:

Gareth Morgan: The Government’s Fresh Water Policy – Revisited

Fresh water quality is the latest area to be in the sights of Gareth Morgan and his research organisation The Morgan Foundation... They found that the fresh water policy was a bit murkier than the Environment Minister let on. More>>

ALSO:

Interest Rates: RBNZ Hikes OCR To 3.5%, ‘Period Of Assessment’ Now Needed

Reserve Bank governor Graeme Wheeler raised the official cash rate as expected, while signalling a pause in rate hikes to assess the impact of moves so far this year. The kiwi dollar sank after Wheeler said its strength was “unjustified” and that the currency could have “a significant fall.” More>>

ALSO:

Fonterra: Canpac Site 'Resize' To Focus More On Paediatrics

Fonterra is looking at realigning its packing operations at Canpac, in the Waikato, to focus more on paediatric nutritionals... The proposed changes could mean around 110 roles may not be required at the site which currently employs 330. More>>

ALSO:

Scoop Business: Postie Plus Brand Gets 2nd Chance With Well-Funded Pepkor

The Postie Plus brand is getting a new lease of life after South Africa’s Pepkor bought the failed retailer’s assets out of administration and said it will use its purchasing power to reduce costs of stock and fatten margins. More>>

ALSO:

Get More From Scoop

 
 
Computer Power Plus

Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news