Women Can Now Buy A Pillow To 'Fight Cleavage Wrinkles', Because Apparently That's A Thing

“What – and I cannot stress this enough – the f**k is going on?"

Forget thigh gaps or ab cracks – there’s a new body part women are supposed to be hung up about: cleavages. Or more specifically, cleavage wrinkles.

Anti-ageing company Sleep & Glow is selling a “pillow bra” designed to “fight skin creases and cleavage wrinkles when sleeping on the side”.

The product was spotted by journalist Olivia Messer, who says she saw it being advertised while scrolling through Instagram. “What – and I cannot stress this enough – the fuck is going on,” Messer tweeted.

The company describes the product as “a must have for ladies with gorgeous forms”, ignoring the fact that cleavages are, in their very nature, essentially one giant skin crease.

On Instagram, the company claims “the neckline is an essential part of the feminine figure”.

“Wrinkles on your neck and chest appear during sleep. During the day, your bra supports your chest, reducing the effect of gravity,” it claims. “But at night, many like to take a break from their bra. They forget that their breasts still need support, albeit from a different angle.”

The pillow bra (including a tiny silk bowtie) will set you back $69 (£55).

Messer’s post soon gained more than 8,000 likes, with Twitter users flocking to express their disbelief at the product.

Some people on Twitter did point out that the specialised pillow might aid a comfier night’s sleep for women with larger boobs.

But, they stressed, this has absolutely nothing to do with cleavage wrinkles.

We’ll say it louder for the people at the back: ageing is not shameful, women’s bodies are not intrinsically ugly.

When HuffPost UK contacted Sleep & Glow for comment, a spokesperson said: “We hadn’t expected that our ad would generate such a discussion. Our pillow bra product is for those ladies who are concerned about cleavage wrinkles. In no way we were raising such a concern among women who don’t have it. It’s a free choice of every lady to be or not to be concerned about this problem.

“Many women use cloths and towels to separate breasts during sleep to fight cleavage wrinkles and sweating. We have developed the pillow bra, which is much better than those ‘do it yourself’ solutions. Our mission was and is to improve lives of women, who are concerned about the problem of cleavage wrinkles. Beauty care is a personal choice of every woman and we respect any choice she makes.”