You've heard of anti-wrinkle cream, right? It's the sort of stuff cosmetics companies flog by the bucketload to women (and men) who desperately want to fight the effects of ageing.

Well, now a Dutch company called La Decollette has started marketing an anti-wrinkle bra called the Sleeping Beauty.

Even after reading all the publicity material on this revolutionary item, I'm still not totally sure of exactly what it's supposed to do.

Apparently, "during the night, the anti-wrinkle bra does a very effective job by keeping your cleavage smooth. After just 1 night you will be stunned by the amazing results, all without expensive creams or surgeries."

I'm not even sure what it looks like, but if the picture above is anything to go by, it looks like a flimsy racing top put on backwards. And it costs 50 Euro.

If you really want to hold back wrinkles, you would do well to live a reasonably healthy lifestyle - don't smoke, eat plenty of fruit and veg, drink loads of water - and use moisturiser if you feel you need to.

As for wearing a bra at night - sometimes it can help reduce sagging if you wear something light, like a non-underwired soft-material bra - but be wary of the associated risks of wearing a bra for too prolonged a time (especially when sleeping).

You'll end up with weal marks on your shoulders and back - and run the risk of restricting blood flow.

Do what I do - wear a snug vest-top to bed under your pyjamas. It's much more comfortable - and won't cost you 50 Euro.