The sheer joy of slinging your bra off after a long day at work is a feeling no man will ever truly understand.
But according to a leading plastic surgeon our habit of letting the ladies hang free at night will give us saggy breasts before we know it.
After noticing his clients who wore bras to bed had firmer breasts than those who didn't, Beverley Hills plastic surgeon Dr. Randal Haworth decided to create a bra specifically designed to be worn while sleeping.
"Though the the majority of women wear a bra during the day for support, most can't imagine they need to at night," says Dr. Haworth.
"But that can be a problem because gravity never sleeps."
Dr. Haworth says wearing your regular modern bra to bed is better than not wearing a bra at all, but it won't do enough to really help prevent sagging breasts.
And so he's created the NightLift bra, a "construction system" for women to wear at night.
"Wiring, which gives larger bras their structure while keeping the bra close to the rib cage, works very well for vertical support from underneath the bosom, that is, for bras worn during the day," Dr Haworth explains.
"At night, unique gravitational forces are imposed upon the breasts which, in turn, require unique kinds of support - lateral and medial - that wiring simply can’t provide."
The NightLift bra uses a complex combination of straps, hooks and foam to pin breasts in place while you lie down.
Call us pessimistic, but we can't imagine waking up looking as refreshed as this model after a night strapped into one of these contraptions.
The product will be available to buy from next month.
H/T: The MailOnline