2000's Lingerie Trends :Lingerie Models & Brands
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- Charnos decided to invest heavily in designing a new uplift bra suited to all sizes, but with those with fuller cup sizes in mind. G cups are included rather than ignored. Charnos launched the "Bioform Bra".
- In 2000, the M&S Secret Support range was introduced and went on to win the Queens Award for Innovation. The technology was fitted to T-shirts, tops and swimwear and allowed women to go without a bra at all.
- Ultimo bra (a silicone gel filled bra that creates cleavage whilst giving comfort) was launched in May 2000 and became a must have accessory for those in need of a boost. It has enhanced some of the most famous breasts in the world today including those of Julia Roberts and Kylie Minogue.
- The brand Ultimo went global when Julia Roberts wore an Ultimo prototype in the film "Erin Brockovich".
- Body mass & bust size are increasing. With women’s body shapes changing and boobs jobs becoming mainstream, In 2001, 27% of UK sales were D or larger cup.
- In 2002 Penny Lancaster, the future wife of singer Rod Stewart, became the first high-profile Ultimo girl. However, she was replaced a year later by Stewart's ex-wife Rachel Hunter. The decision, dubbed "Bra Wars" by the British press, was seen as a publicity stunt which infuriated Stewart who described Michelle Mone as "manipulative", yet two of his daughters - Kimberly and Ruby - have since modelled for Ultimo in 2007.
- Bob Dylan starred in a Victoria's Secret commercial (with Adriana Lima).
- Maidenform became a publicly traded company in July, 2005.
- By 2006, Victoria's Secret's 1,000 stores across the United States accounted for one third of all purchases in the intimate apparel industry.
- Curvy Kate officially launched in July 2009 at the Harrogate Lingerie Show, featuring plus-size bras and specialising in D – K cup Bras .
- Miss Beckie Williams started a group "Bust 4 Justice" on Facebook after Marks & Spencer began charging an extra £2 for bra sizes from 30DD to 42G. After that, Marks and Spencer has agreed to scrap a surcharge on lingerie with bigger than DD cup sizes, after thousands of people backed Beckie Williams' campaign.