Hype Is Bustin’ Out Big Over Pump-Up Bikinis

Blow-up bosoms are a pinch away with the new air bikini that allows cleavage adjustments using rubber bladders hidden in swimsuit tops.

“Pump it a little to turn heads. Pump it a lot to cause a frenzy,” reads the puffy promotional brochure. It also includes headlines like “Fill the void” and “No additives.”

Cole of California is introducing the $72 inflatable bikini top to U.S. retailers this month as a ‘90s answer to bust enhancement, and beach maidens will get a lift by January.

The pump-you-up system, designed by Jacqueline Bronson of the Los Angeles manufacturer Hot Coles, works like pump sneakers except that bosom builders are warned not to wear the bras while pumping.

“It definitely gives a woman an increase in cup size,” Bronson said. “It’s the same idea as a push-up pad, and we’ve been doing that since Madonna. We have all kinds of constructive bras. Why not this?”

When the air pump is pressed, it fills air chambers in both sides of the bra. “Voila! Figure enhancement without surgery!” promoters tout.

Retailers will also get the MTV-like music video “I Must Increase My Bust” by the Belgium band Lords of Acid for in-store promotional use.

“There have always been pads and underwires and push-ups, but one day we were talking about an inflatable, and it took me about 10 months to come up with it,” Bronson said. “They look just like normal underwire bikinis. You can’t tell.”

The Top Secret bikini comes in eight styles, “and eventually we will do a one-piece,” she said.