Bra sees new era in design

Seymour Powell’s redesign for the bra, the Bioform, was launched last week by lingerie company Charnos, with branding by Lewis Moberly.

The product designers’ creation, a 3D undercup support component – the Bioform – replaces the conventional underwire, and shapes and supports, rather than distorts the bust. Any fabric can be stitched to its polymer form, enabling Charnos to expand the range.

Seymour Powell undertook the project in 1998 for Charnos as part of Channel 4’s three-part Designs on Your… series, which was produced in association with the Design Council. The product design consultancy was briefed to come up with a new way of making a bra for bigger breasted women and worked closely with Charnos’ in-house designers, plus engineers at London product innovation consultants Pankhurst Design and Developments.

“It’s a triumph for function, a product that has been designed to work,” says Seymour Powell director Dick Powell.

Seymour Powell has negotiated royalty payments for the Bioform, which retails at £35.

Lewis Moberly has created the identity and packaging for the new product.