Soft Cup Bras have one major problem, they are not always sexy and feminine to look at. Yes you can get support, yes you have great shape, but sadly quite often what you don't get is a bra that looks great in it's own right.

Twice a year there is the big buying show for the lingerie industry at MODA held at the NEC in Birmingham where I, like many other lingerie buyers buy for the following season. So last August I was buying for Spring Summer 2011. One of our regular suppliers is Bestform Lingerie (formerly Vanity Fair) who make fantastic side shaping underwired bras in their Pretty Plus range. On the soft cup (non wired side, they make the Cotton Support Bra and the Front Fastening Posture Correcting Bra, both of which are functional, but not what might be called sexy.

Sitting down at the table with the rep, she arranged for one of the models to showcase the collection for me and first out, was the Modern Comfort Bra which at first glance I thought was a pretty underwired bra. Imagine my surprise when I realised that this stunning bra was in fact a soft cup bra.

Along with many other buyers we have been asking the industry to make prettier, sexier soft cup bras in sizes above a B or a C cup and this for me was one of those eureka moments that very seldom come.

A young model wearing a non wired bra, that did not look like it should have been worn by her Great Grandmother, modern, stylish, sexy and definitely feminine. Not only that it offered fantastic support and gave great shape.

So for me a first, I made a forward order for a soft cup bra, in the way I normally would for a fashion bra.

Now for those of you who want the more technical information, the bra has an emphasis on feminine styling and attention to detail, incorporating excellent support and comfort qualities.
The self-coloured pin-stripe fabric of the bottom cups, front underband and wings blends beautifully with the pretty lace top cup and lace insets at the centre and side seam.
The 3-section cup and side shaping panel enhance the silhouette. Straps are fully adjustable to suit a broad range of body shapes. The deep underband maximises lift and support and alleviates ride up or roll over.

So if you are one of the many women who for whatever reason cannot wear or do not like wearing
a wired bra, then the Modern Comfort Bra from Bestform may be what you've been waiting for.

Available in Black or White for only £24