Train designers help improve brassieres?

Just saw this article in Newsweek, and one quote was too awesome to keep to myself:

One U.K.-based bra company, Charnos, even brought on a team of industrial designers, putting the same concepts they use to design trains to work on designing a properly supportive bra.

The story goes on to say, “Another London firm, Seymour Powell, scanned several hundred women using machinery normally used on automobiles to gather data on breast shape and form, then it developed a plastic molding to replace the uncomfortable and ill-fitting underwire that has dominated the market for decades.”

All this notwithstanding, the author soberly concludes: “While such advances are impressive, there remains no El Dorado of the bra world.”

Ah, to have an assignment like that, and the chance for such deadpan reportage. The author must be the belle of writer cocktail parties this week!