Women are in a constant battle with theÂ beauty industryÂ over the impossible standards pressed upon us.
That hasnâ€™t stopped US brand, Sleep & Glow, launching a bra to combat – wait for it – cleavage wrinkles.
If you, like us, didnâ€™t know cleavage wrinkles presented such a problem to our lives, Sleep & Glow explains that these are formed when you frequently sleep on your side.
The pillow, which looks like a fancy version of a rollercoaster seat restraint, will set you back Â£55.
Dawn French led the confusion by simply stating: â€œI donâ€™t understand anything anymore.â€
Weâ€™re with you, Dawn.
Her tweet attracted a lot of attention, with actress Kerry Godliman asking: â€œIs this tit floss?â€
Itâ€™s safe to say weâ€™re all a little confused by the contraption which claims to be an â€œideal gift for you and your girlfriends.â€
Donâ€™t have that problem, mine hide in my armpits at night ðŸ¤£
â€” Helen (@hjmac41) September 19, 2019
Just thinking through the logistics of this… I donâ€™t think thereâ€™s room for the boob thing between the boobs without creating a whole other side wrinkle issue…
â€” becca Bell (@Beccabell05) September 19, 2019
Others couldnâ€™t help but see the funny side of it.
One Twitter user wrote: â€œDonâ€™t have that problem, mine hide in my armpits at night.â€
Another highlighted a rather important point that the brand had potentially overlooked: â€œJust thinking through the logistics of this… I donâ€™t think thereâ€™s room for the boob thing between the boobs without creating a whole other side wrinkle issue…â€
Thereâ€™s a lot to think about here.
After all the attention the pillow bra received, Sleep & Glow released a statement on the matter.
â€œWe hadnâ€™t expected that our ad would generate such a discussion. Our pillow bra product is for those ladies who are concerned about cleavage wrinkles. In no way we were raising such a concern among women who donâ€™t have it. Itâ€™s a free choice of every lady to be or not to be concerned about this problem.â€
â€œMany women use cloths and towels to separate breasts during sleep to fight cleavage wrinkles and sweating. We have developed the pillow bra, which is much better than those â€˜do it yourselfâ€™ solutions. Our mission was and is to improve lives of women, who are concerned about the problem of cleavage wrinkles.â€
â€œBeauty care is a personal choice of every woman and we respect any choice she makes.â€
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