Why the world has gone mad for a towel bra

Bum-enhancing leggings! Light-up phone cases for better selfies! A stick-on bra to "give your girls a lift!"

These are just a few of the products tech-savvy companies have launched into women's social media feeds in recent months, in pursuit of viral marketing campaigns.

Now we have the ta-ta towel, which at first glance is the most ridiculous yet. Variously described as "a bizarre boob hammock" and "the breast accessory you didn't know you needed," it's an absorbent towel for women that only covers their breasts.

It resembles a halter-neck bikini top that wraps around the wearer's neck - but made out of towel fabric.