January 27, 2012

COMING IN HAUTE: This Week in Unnecessary Fashion Technology…

This week was a bit slow for fashion news and thus topics to cleverly give my highly regarded opinion on. Yes, Karl unveiled his new exclusive line for NET-A-PORTER, the couture collections have been #totesamaze as per usual, and Tim Gunn’s sex life – well, “this worries me.” Nevertheless, I scoured the Internet for something good for you. This is hard-hitting, investigative journalism, people.



Introducing the aptly titled, “Smooth Groove”, a product that alleviates the most embarrassing of wardrobe malfunctions: the also aptly titled crudely named camel-toe. Fun fact: did you know that a “staggering 55%” of women suffer from camel-toe? Ladies: rejoice. Thanks to this comfortable, hygienic, and discreet new product, Smooth Groove, consider this a problem no more.


The Smooth Groove was invented by Susan Laurie, now an ex-camel-toe sufferer, thanks to her own genius. Like many women, Susan grew tired of having her bits-and-pieces on display, and “frustrated by the necessity to change clothes or put on a long top”, she decided she wanted to develop a product that would ensure her, and women like her, a smooth profile.  Susan has worked for the last three years (!) with inspirational women and top designers to create Smooth Groove.



Essentially a lady-cup, Smooth Groove is made from a medical grade polymer, which moulds itself to the contours of the body, so it is extremely comfortable (you know, like pants that actually fit and don’t give camel-toe would be). It’s washable and contains an antibacterial agent so it is safe (phew), and it’s available in white, black, and clear (yay!). And like designer shoes and handbags, it also comes with a satin pouch, for safe-keeping (fashion!). To use this device… well, you put it in your ill-fitting pants or leggings and voila! Problem solved.


How much does this little stroke of genius go for? You can purchase one online for £15.00 ($23.58 CAD) or, you know, just wear underwear (not necessarily these) and clothing that actually fits, instead.



[All images via Smooth Groove]


Niki Blasina is a fashion writer and publicist from Vancouver.


Posted by Niki Blasina in Fashion
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