This must be a first - a new fragrance inspired by a bra.
Of course the concept makes a lot more sense when you consider that the bra in question is being worn by Brazilian bombshell Adriana Lima.
She stars as the face and body of Incredible, the new fragrance from lingerie leviathan Victoria's Secret inspired by the company's 'Incredible' bra, a runaway success and one of the biggest launches in its history.
The Incredible bra, by the way is available in three styles, push up, racer back and demi.
With that - and Adriana - as inspiration, VS set out to create a fragrance that would 'make a woman feel her hottest, her sexiest, her absolute Incredible best - a sexy ego boost in every spritz.' Not bad to look at either.
Victoria's Secret models Lily Aldridge, Erin Heatherton, Adriana Lima, Candice Swanepoel, and Chanel Iman attended the Victoria's Secret debut of the New 'Incredible' Bra at Victoria's Secret, SoHo on March 1, 2011 in New York City.