Why did Dr Joanne Morgan decide to come up with the invention?
‘I was bigger than an E-cup at the time, and I was going to a black tie ball. So I looked for a glamorous new dress. I bought one I really liked, knowing full well that I'd have to take it back because it had thin halter-neck straps and a very low back. I felt really good in it, but only if I didn't walk. I knew the lingerie market and knew how limited it was for women like me wanting a bra to go under a dress like this.

Having worked in lingerie retail, I had been thinking about the problem for years, in frustration. I decided to try my dress on again at home and then started to experiment with ways to invent a new bra. I had my Eureka moment after a couple of glasses of wine during the experimental stage and wanted to test it right away. So I cut up lots of my favourite pieces of clothing to create a prototype. I worked well into the night but realised pretty quickly that even my own crude attempt (as I cannot sew well at all) was a comfortable and supportive backless, strapless bra.

I knew with development, it would be wanted by women everywhere who were like me, in that 50% of women who are of a larger size. I tested the dress at the ball and it went down a storm! It was my first proper date with my new boyfriend and perhaps the fact that we are now engaged is testament to its success! ’

How is the method of breast support different?
It works with your breasts. It uses the laws of physics effortlessly. It does not need to be stuck onto you and you don't need to be strapped in tightly. You don't need to keep pulling it up all the time. It is totally novel.    
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Where can you find the Faveo^® Freedom Bra?
Click find out where your nearest outlet will be. If you would like to email us with any queries, just contact us.

Do you have any future products?
We have also developed a strappy triangle bikini that works in G cup sizes whilst still being supportive. This was unimaginable before the Faveo^® Freedom Bikini, as these bigger sizes needed larger more bulky bras to provide support. Faveo^® intends to develop new products in the future. That are at prototype stage and require further development for more details. These include cleavage bras, soft uplifting support for nightwear, and strappy vest tops. Faveo^® wants to be known as a company associated with cutting edge innovations and in the future we want to bring more amazing inventions to market.