IPEX - Technology Has Arrived

According to the New York Daily News: ...next month, Victoria's Secret will launch IPEX, a model meant to inspire sighs of relief. According to VS, the bra provides total support and coverage - particularly at the all-important center of the cup - without lumpy padding. The bra is also completely seamless, for a smooth look under fitted tops, and, best of all, is feather-light. After two years of designing and tweaking, the IPEX bra will be available Tuesday in Victoria's Secret stores - when official spokesbabe Gisele will make an appearance, at 1:30 p.m., in Military Square in Times Square. (Thanks, Dave Barry)

I remember when IPEX was the codename for an integrated, project-execution database being internally developed by a major, global engineering and construction firm over a whole-bunch of years; but it never seemed to get the "support" it needed from the right internal organizations. It was only when the Haarlem office embraced the technology, and actually put it into practice, that it made an impact on the company.

Will have to keep an eye on this campaign to see where it goes.