"The breasts are held in two inner cups which mold to the body’s unique contours," states the Kewi Bra website, which adds that the magnetic process is non-electrical, meaning exposure to water or liquids is safe. "These devices hold up the inner cups keeping the breasts slightly suspended within the bra. The use of magnetic force also serves as an artificial shock absorber during movement to hold the breasts within and conceal movement,"the website explains.
Made from a loose, thin, breathable and stretchy fabric, the inner cups are designed to "perfectly fit each breast like a sock." This is supposed to ensure that women with one larger breast feels complete comfort. Thin padding is used to conceal the inner cups so they are not felt on the body of the user.