Game-changing bra design positions UK as a global leader in health innovation with a solution to a problem affecting 90% of women

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This project, led by an award-winning woman with considerable experience in innovation and a champion for gender-equality, seeks to bring to market a revolutionary new bra to meet the needs of millions of women worldwide suffering with breast asymmetry. The winning combination of the innovative idea, the ambitious business strategy and the talented role model at the helm, has the potential to increase UK jobs and economic growth and to position the UK as a global market leader in this neglected health sector.Breast asymmetry, where there is a noticeable difference in the shape and size of the breasts, is said to affect up to 90% of women. Multiple studies have shown the damaging effects this can have on a woman's self-esteem, mental health, physical comfort and quality of life and researchers repeatedly stress that this is more than just a cosmetic issue.Despite this, breast reconstruction for non-oncological breast asymmetry is not routinely funded by the NHS (Queen Victoria Hospital, 2017) and millions of women are left to find and fund their own solutions. A recent press release by Breast Cancer Now reports that since the pandemic oncological breast reconstruction surgeries are also being cancelled or severely delayed. Currently, the only real solution is either expensive privately-funded surgery or non-adjustable and largely ineffective breast prostheses with poorly designed pocketed bras.At a time when women have less disposable income, with women being more than twice as likely as men to have lost their job due to the pandemic (University of Exeter, 2020), this affordable innovative bra gives women a viable and effective alternative. The bra features self-adjustable cup volumes which can comfortably and effectively support the wearer's smaller breast, create a symmetrical appearance and alleviate the significant psychological distress and physical discomfort experienced by millions of women worldwide.A significant amount of R&D has already been undertaken by the business, part-funded by ERDF, and with the support of this award the applicant will be positioned to successfully launch the product and finally reach the women who sorely need it. The female founder, who was recently named as one of the most influential people in digital and tech by BIMA100, is an inspiring role model and with the platform afforded by this award will be able to encourage more British women into innovation, engineering and entrepreneurship compounding the positive outcomes of this project on the UK economy exponentially.