Lingerie maker Triumph has just launched its new Magic Wire bra, which promises women the full support of an underwire bra, without any of the usual discomfort or irritation. 

Instead of the usual rigid metal or plastic wires, the Magic Wire bra features innovative, ultra-light, super-soft silicon shields contained within the bra cups themselves. These shields employ the latest flat-edge technology, and they can’t be seen even under the tightest clothing – so you can rock your sexiest outfits without worry. Say nay to uncomfortable lingerie, and yay to uninhibited comfort! 

The Magic Wire bra is part of Triumph’s new Magic Cleavage collection, which also includes popular models like Soft Cushion and Aqua. It retails at $89.90 at all Triumph stores; visit for more info.