The latest summer craze isn't a hot cocktail or a hip-slimming swimsuit. The Ta-Ta Towel, a sort of hammock bra, has gone viral with the promise of eliminating "boob sweat." Fans have taken to social media to praise the invention HuffPost hails as "genius" and Instyle lauds as "spectacular." The BBC ponders why "the world has gone mad" for the comfy cotton sling, which was dreamed up by Erin Robertson one day when her air conditioning was on the fritz. "While I was blow-drying my hair," she writes on her website, "I just kept thinking: "There HAS to be a better way to keep the beads of sweat from dripping down my stomach.” Sound familiar? Apparently, Robertson thought so, and she experimented until she figured out a way to loop two rayon-lined cups around larger-size breasts, snuggly secured with an adjustable cord behind the neck.
Robertson patented her brainchild, which she calls "your boobs' new breast friend." In various colors and prints, the $45 Ta-Tas are available for pre-order. The idea is to wear them around the house, with fans posting pictures of themselves wearing the bra while prepping to go out. Besides preventing chafing and rashes, the Ta-Ta helped Sara McGinnis stop leaking while she was breastfeeding, she writes on her babycenter blog. Not everyone is a fan. Some critics called it "goofy" and "ugly," but most welcomed the innovation. "Never thought I would want something so bad," one woman tweets. (Nike finally came up with a plus-sized sports bra.)