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Utilising information from a 2010 presentation on ‘Building an Interface between Surgery and the Lingerie Industry’ given by a plastic surgeon at the Association of Suppliers to the British Clothing Industry (ABSCI), Sue McDonald continued to refine her 3D elevation bra design, which she had been perfecting for well over a decade. When she previewed the range at last year’s Annual Scientific Meeting of the British Association of Aesthetic Plastic Surgeons (BAAPS), she was surprised to meet a kindred spirit and fellow bra health ‘evangelist’ - Atul Khanna; the surgeon himself who had spoken at ABSCI. Unsurprisingly, they decided to join forces and launch the Optifit together.