Text and photos by Chew Hui Min

While it would normally be rude for guys to stare at a girl's cleavage, that sexy groove was the focus of Friday's Instant Cleavage Challenge held by Triumph.

Dubbed a "bosom buddy cleavage revolution", it was a contest to showcase Triumph's new zero gap maximizer bras and their, well, uplifting effects.

Five pairs of contestants were fitted with the bust-enhancing bras, and tasked with putting together an outfit that would best complement their "assets" in 20 minutes.

A mad dash ensued at Tangs Orchard, as 10 girls raced through the store excited in search of dresses, shoes and accessories, and changed into them in record time.

The contestants then flaunted their stuff on stage to the judges and shoppers at Tangs while being quizzed by host 98.7FM DJ SOO.

How does one judge a cleavage contest? It seemed that volume and sexy curves were not enough.

Tina Lee,38, from Tangs Merchandising - one of the judges, say it was the confidence, bubbly personalities and sensuality of the final pair that busted, I mean, bested the competition.

Agnes Tan,31, business development manager from Triumph, also a judge, were impressed with the comfortable way they carried off the mazimizer and dresses.

In the end, Jaclyn Ng, 22, an Singapore Management University student and Cassandra Leong, 22, student at SMa School of Management walked away with $1,000 worth of apparel from Tangs, inclusive of a set of Triumph's Zero to Sexy Maximiser that helped them to their win.

Jaclyn Ng was also a participant in 2005's Miss Singapore and the first runner-up in last year's Show Me Your Sloggi competition.

The excited friends who met at an audition for The New Paper's New Face contest in 2005 said they often shopped together, and would take part in contests together "just for fun".

"Life is short, we try to do as many fun things as possible," said Jaclyn, adding, "If you have it, flaunt it".

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