John Lewis Emma Grede Rosie Huntington Whiteley Jens Grede Sweden reports Celebrity Strategy John Lewis Emma Grede Rosie Huntington Whiteley Jens Grede Sweden

How Kim Kardashian is bringing the sexy uplift bra back to life

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telegraph.co.uk

Thank you @BrookeShields, @JulietteLewis, @chelseahandler, Indya Moore, @CassieSuper, and @iambeckyg for joining our campaign to celebrate the launch of @skims Bras.

pic.twitter.com/tvN0QIn9lNLockdown might have seen women choose comfort over cantilever, but post-lockdown, wired, sexier bras are enjoying a surge in popularity, with John Lewis reporting a 45 per cent rise in sales this year, while sales of non-wired bras in the same period fell by a third.

Meanwhile, Marks and Spencer’s bestselling bra is the underwired plunge, part of a range designed by the model Rosie Huntington Whiteley.

The store reports that 2.8 million have been sold since its launch in 2012. Skims might be best known for its seamless, wireless shapewear, but it did not become a $3.2 billion brand a mere three years after its launch by failing to capitulate to changing trends.

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