Alton Towers Resort was the location for the UK’s leading bra and underwear brand, Ultimo to demonstrate just great the Ultimo undergarments are and how to properly enjoy the rides at Alton Towers Resort.

A select group of models sported a variety of Ultimo bras and were put through their paces on several rides, including Rita Queen of Speed and Spinball Whizzer, to test the durability and lift support of bras-and to make sure they were a snug fit.

Michelle Mone of Ultimo said: “Many women across the UK wear ill-fitting bras, which can not only cause discomfort and long-term health problems, but also accidental exposure at inappropriate times. We’re working with Alton Towers to advise which styles of bras riders should be wearing, proving that thrills don’t necessarily have to mean spills. Ultimo bras are built with the very best engineering and support, and today we have proved that – no matter the style or G-force – if you invest in quality, everything will stay perfectly in place!”

Morwenna Angove, Sales and Marketing Director for the Alton Towers Resort said: “With a number of ground-breaking, world-first rollercoasters at the Resort, we are pleased that their G-force is such a thrill for our visitors. Whilst we understand that in warmer climates women will wear skimpier clothing, the tests show that well-fitted brassieres such as those from the Ultimo range, will help to control the risk of further unprecedented exposures in the future.”