While it would normally be rude for guys to stare at a girl's cleavage, that sexy groove was the focus at last Friday's Instant Cleavage Challenge held by Triumph.
Dubbed a "bosom buddy cleavage revolution", it was a contest to showcase Triumph's new zero gap maximizer bras and their, well, uplifting effects.
Five pairs of contestants were fitted with the bust-enhancing bras, and tasked with putting together an outfit that would best complement their "assets" in 20 minutes.
A mad dash ensued at Tangs Orchard, as the 10 girls raced through the store excited in search of dresses, shoes and accessories, and changed into them in record time.
The contestants then flaunted their stuff on stage to the judges and shoppers at Tangs while being quizzed by host 98.7FM DJ Soo.
But how does one judge a cleavage contest? It seemed that volume and sexy curves were not enough.
Ms Tina Lee, 38, one of the judges from Tangs Merchandising, said it was the confidence, bubbly personalities and sensuality of the final pair that busted - that is - bested the competition.
Another judge, Ms Agnes Tan, Triumph's business development manager, was impressed with how comfortably the winning pair carried off their bust-enhancing lingerie and dresses.
So it was Miss Jaclyn Ng, 22, a Singapore Management University (SMU) student and Miss Cassandra Leong, also 22, a student at SMa School of Management who walked away with $1,000 worth of apparel from Tangs, which included a set of Triumph's Zero to Sexy Maximiser.
Miss Ng was also a participant in 2005's Miss Singapore and the first runner-up in last year's Show Me Your Sloggi competition.
The excited friends who met at an audition for The New Paper's New Face contest in 2005 said they often shopped together, and would take part in contests together "just for fun".
Miss Ng said: "Life is short, we try to do as many fun things as possible.
"If you have it, flaunt it".
