Britain’s busts have grown by three sizes in just two years, according to research by high street retailer Debenhams.
The best selling bra size has gone up from a 34B in 2010 to a 34DD in 2012. Women living in the North, Midlands and Ireland are the ‘largest’ contributors to this trend, whilst ladies in the South and Scotland have grown by a more modest two sizes. Wales is firmly in the lead with size E as the average bra size.
Debenhams’ head of lingerie buying and design Sharon Webb said: “Sales suggest that breasts are bigger and better than ever before”.
An increase in bust sizes is not the only possible cause of this phenomenon. 78 percent of women surveyed by Debenhams admit to previously squeezing into a bra that was a smaller size than they should be wearing.
The retailer attributes women’s increasing willingness to embrace their curves to the activities of ‘voluptuous’ role models such as Dita Von Teese, Kim Kardashian and Beyonce Knowles, who are constantly flaunting their assets in the national media.
70 percent of bra sales in Debenhams stores across the UK this year have been for padded and push up bras compared to 36 percent in 2010, a statistic that Debenhams suggests shows women are now proud to show off what they’ve got.
Webb added: “Confidence is changing the shape of the nation. Fit is of paramount importance, a great fitting bra makes you look incredible on the outside and feel fabulous on the inside.
“If women want a bit of enhancement then they can invest in a simple padded or push up bra and see instant results by the fasten of a clasp – no expensive surgery required."
Debenhams bra fitters are fitting as many women as possible during the month of October, to show the importance of wearing the right sized bra and the ‘dramatic’ difference it can make to a woman’s figure.
Webb said: “We’ve seen a lot of women wear ill fitting bras. It seems that they weren’t making the best of their bust so we sized up the problem.
“There’s no excuse for people to wear the wrong bra size; the bra fitting service is free and we have hundreds of expertly-trained lingerie fitters.”
During the month of October, 50p from every bra sold will be donated to the Debenhams Think Pink campaign, which is donating funds to Breakthrough Breast Cancer (45 percent), Breast Cancer Campaign (45 percent) and Pink Ribbon Foundation (10 percent).