More than half of women are unhappy with their boobs.

Bra makers Playtex have launched a one-of-a-kind wireless lingerie after discovering only eight per cent of women say their breasts are their favourite part of their body, in a hope to boost their confidence.

What’s more, in a study of 2,000 women in the UK aged between 40 and 60, a third admitted they aren’t comfortable with their partner seeing them naked.

A spokesperson for Playtex, who commissioned the report to coincide with the launch of its new wireless bra, said: “The research findings prove there’s a real need amongst women for a wire-free bra with a comfortable and supportive fit, so we’re delighted to finally unveil Ideal Beauty – a completely wireless bra that replaces uncomfortable wires with a continuous fabric construction to give women shape-enhancing support, whilst offering all day, light-as-a-feather comfort.”