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The Variable Cleavage bra Credit:Wonderbra

The Variable Cleavage bra does what is says on the box; it allows women to adjust the bra's push-up effect.

The bra is adjusted by pulling a cord between the bra cups.

The big-bust trend is on the rise again thanks to curvacious celebs like Christina Hendricks, Kim Kardashian and Sofia Vergara.

The new Variable Cleavage bra lets women switch from a conservative day-time look to a sexier night-time with literally the pull of a cord.

Cult Classic: the "Hello boys" ad

The Wonderbra brand, established in 1935, rose to prominence in the early nineties following a clever advertising push.

In 1994 Czech supermodel Eva Herzigova, arguably Wonderbra's most memorable model, famously appeared in a Wonderbra ad that literally stopped traffic.

The billboard featured Herzigova wearing a black Wonderbra and the words "Hello boys" printed beside the image.

Speaking recently in a magazine interview, the now-39-year old recalled the enormous popularity of the poster.

"It was very smart advertising; it was witty and empowering to women - who cares what the boys think, the girls are in power," said Herzigova. "That was a new thing. I'm still very proud of that campaign."