Lingerie brand Ultimo has claimed that it has created the perfect bra, which can turn saggy boobs into perky, take ten years off one's looks, and is apparently so comfortable one can sleep in it.

The company revealed it spent two years and more than 100,000 pounds talking to women about their idea of the perfect bra, as they wanted to create something that was supportive enough to make breasts look shapelier without feeling too restrictive.