No, the people in the photo are not sniffing the bra or… something. This is Emergency Bra, or Ebra, for short may very well be the thing that saves your life; literally. How does it work ? Well, it converts into a respiratory mask. Good thing about it is that since it has two cups, you can save someone else too.

The inventor, Elena Bodnar won an Ig Nobel prize last year for her invention, which despite what you may think, is quite serious.

“Luckily the wonderful design of the bra is already in the shape of a face mask and so with the addition of a few design features, the Emergency Bra enhances the efficiency of minimizing contaminated bypass air flow,” the product’s web site states.

How much for this life saving piece of fashion ? Just $29.99. But how will breast size affect the facial fit, now that’s a good question. But perhaps a better question is how’s a lady going to react when you go for the old “I can’t breathe, take off your bra” line ?