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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.New Idea: Celebs who embrace their curves
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.
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.Related: The algorithm to finding a bra that fits
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."Find more fashion news at Yahoo!7 Lifestyle's Facebook page