A bizarre fashion item has gone on sale which claims to do for you bum what a bra does for you cleavage.
The Biniki was developed by a Californian psychologist who says she came up with the idea when she noticed how much her own bottom sagged after losing weight.
After using self-adhesive tape to give her rear a lift, Dr Karin Hart set about turning it into a product and worked with engineers to develop a prototype.
Now protected by a series of patents, the Biniki – which has a waistband and two ‘lifting’ bands – has gone on sale online where it has proved a hit.
Users claim it goes unnoticed under most clothes… and scares the life out of their men at night.
A spokesperson for Biniki said: “Women have had the bra to support their breasts for over a hundred years. Each generation of women learns that regular wearing of a bra brings day-to-day beauty and reliable long-term benefits.
“Surprisingly, a similar garment to beautify and preserve the buttocks has been notably missing. Biniki does for the back what the bra does for the front.