“Very Sexy” heart rate monitoring bra by Victoria’s Secret

What’s the sexiest way to monitor your heart rate on a run? Looks like Victoria’s Secret has the answer. The lingerie giant has announced its latest sports bra design, the Incredible Bra, which has a built-in heart rate monitor, marking the company’s entrance into the apparel world of wearable tech.

The VS bra is available in either gray or pink and costs $75. This is pretty steep for a sports bra—considering the monitor isn’t actually included.

Victoria’s Secret isn’t the first to come up with this idea. Sensoria Fitness, LuluLemon and Adidas have all designed heart-rate monitoring bras of their own. In fact, plain, old measuring of heart rate is considered pretty simple for a bra — there now exists a tweeting bra that reminds you of your regular breast exams and a bra that unlocks only when the wearer’s heart rate indicates true love.

The company does seem to be stepping into the market at the right now. Beyond the observable explosion of wearable tech reaching consumers already, a report last week estimates the smart garment industry (this doesn’t include watches at activity monitors) could skyrocket from a $100,000 to $26 million industry in the next few years. This includes shirts with sensors woven into the fabric and similar products, such as sports bras that measure heart rate.

When Victoria’s Secret first jumped into the fitness apparel game with a line of sports bras and workout clothing it was a signal of the increasing emphasis on physical activity within our society. This new foray into wearable tech is in recognition of the prevalence of competitive sport — runners that are searching for information to track progress, rather than merely looking good at the gym.