Yasmin Joseph: A Bra Isn’t Just A Bra

November 20, 2014 • Fashion Blog, Under-Pinnings

Yasmin Joseph Bras

Have you ever wondered if it’s possible to find a bra that’s comfortable, flattering and eliminates those pesky bulges and backfat issues? Seems like an oxymoron right? Not anymore! The recently launched Yasmin Joseph collection (by Australian father and daughter team, Yasmin and Joseph) has re-engineered the bra to be both innovative and beautiful. Their Step-In “Smooth-Me Bra™” bra promises no pressure on the shoulders, no visible bra lines and no unwanted bulges.

If a father and daughter creating bras seems awkward it actually makes sense since Yasmin’s childhood was all about bras. Her her family was in the business so she watched her parents research, analyze and fit hundreds of bras from around the world, leading to the development of new products. Having a father advise her on bras was normal.

After a career in marketing and advertising, Yasmin realized bras were in her blood. She envisioned a brand that would make high quality bras accessible to women around the world. Busting (sorry, I couldn’t resist) with ideas for fashionable new products, Yasmin tapped into her father’s experience and expertise to bring them to life.

I was recently able to try a bra from Yasmin Joseph’s first collection. The Alana Sexy Soft bra is not only darn sexy, but uber comfortable…all day long. I can’t tell you how much I love it. In fact, I want (no need) more! My husband agrees. Prices range from $50-$70 fit cup sizes 32A-36DD.  Stay tuned, more styles are coming soon.

Shop yasminjosephlingerie.com here.

– Lauren Dimet Waters

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