In what could be called as the ultimate bra test, Ultimo launched a promotional stunt, which saw lingerie-clad ladies ride a roller coaster.

The company boasts that their bras offer thrills without spills, and proved their supportive design at the Alton Towers Theme Park in Staffordshire.

A flurry of women took to the roller coaster in their bras and knickers to test the lingerie's endurance and quality.

And they seemed to stand up to the harsh conditions, reports metro.co.uk. (ANI)