NEW YORK CITY 100th ANNIVERSARY CELEBRATION OF THE INVENTION OF THE BRATHIS FRIDAY MAY 28th

PRESS CONFERENCE NEW YORK CITY 100th ANNIVERSARY CELEBRATION OF THE INVENTION OF THE BRATHIS FRIDAY MAY 28th

INTRODUCTION OF THE FIRST EVER  HUMAN INTERNAL BRA TO BIG APPLE  WHAT- Former Fashion Institute of Technology professor Lori Thomas and Bra extrodinaress and author of The Bra Book, Jené Luciani join dozens of models attired in periodic brassieres celebrating the 100th anniversary of the invention of the modern bra and the launch of a new advancement in medical technology developed by Park Avenue plastic surgeon Dr. Kaveh Alizadeh. Alizadeh, will introduce the Big Apple's first human bra, which uses a woman's own skin to form a natural internal bra inside her chest. Women who have undergone the new internal bra procedure, called Naturabra, also will be present. Dr. Alizadeh's NaturaBra™ Breast Lift technique uses the excess skin traditionally discarded in mastopexy surgery to provide more support to the underside of the breasts. This excess tissue is placed beneath the breasts and attached to the chest wall, giving the breasts more structural support, which can allow them to stay in a higher position for a longer period of time.   WHEN - Friday, May 28, 2010, Noon   WHERE- 360 8th Avenue,( corner of 28th Street) Manhattan, Matt James Gallery opposite the Fashion Institute of Technology Campus   BACKGROUND- In 1910, Mary Phelps-Jacob of New York City bought an evening gown to wear to an upcoming party and was frustrated with the corset because it was visible underneath the sheer dress.  With the help of her maid, the 19-year-old socialite sewed together two pieces of fabric and some ribbon to make a less visible bra. It was the first modern day bra and the first with a patent (received in 1914).   Before this, women were expected to wear uncomfortable corsets to support their busts – a social convention that was contrived 350 years earlier by Catherine de' Medici, wife of King Henry II of France. Phelps-Jacob, who patented her bra design under name of Caresse Crosby, eventually sold her patent to Warner's, which continues making bras today. Bras are about a $15 billion industry today in the United States.   About Dr. Kaveh - Recently named to Castle Connolly's "Top Doctors: New York Metro Area," Dr. Alizadeh is president of Long Island Plastic Surgical Group, the nation's largest and longest running private academic plastic surgery practice with offices in Manhattan, Long Island, Brooklyn and Queens. He also directs a clinical research division that has trained over 100 of the newest and brightest plastic surgeons in the country.   About Jené Luciani - Jené Luciani is the author of "The Bra  Book: The Fashion Formula to Finding the Perfect Fit" (BenBella Books, 2009). The fashion, beauty and lifestyle editor, expert, host and broadcast personality can be seen regularly doling out tips and advice on local news outlets all around the country.   MEDIA CONTACT: Gwen Wunderlich: gwen@wunderlichinc.com  (718)-612-3990