Debenhams gives women cleavage control

Debenhams has launched a range of bikinis created to give women optimum cleavage control with three levels of bust-boosting technology.

According to the department store, over 90 percent of women admit to varying their swimwear choice based on who they are holidaying with – minimising or maximising their assets accordingly, be it family, friends or partners.

The new Ultimate range offers Natural, Mega and Extreme looks, which are lightly padded, gel filled and foam padded for varying levels of lift.

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Sales were up 375 percent, last week, with the majority of customers buying all three styles of bikini top.

Debenhams swimwear buyer Sasha Nagalingham said: “Despite the curvaceous TOWIE ladies bringing the boob-job-look back, women feel their assets should fit the social situation.

“The majority of women said that busts should be played down on family holidays, subtly enhanced on couples’ escapes and boosted on girlie trips… We wanted to give customers a menu of size options to choose from – a cleavage for every occasion!”

When asked about the appropriate level of enhancement on a couple’s holiday, 63 percent of women reportedly said they wanted to enhance their chests without giving their partner an unrealistic version of their natural size.

Over 85 percent said that holidaying with their partner’s parents was the time when they tried to present as natural a look as possible, and sometimes even minimised larger breasts.

However, when away with girlfriends, 76 percent of respondents said they went for a larger-than-life look. The number one reason for an extreme boost was competition with friends, closely followed by attracting male attention.

Demand for figure enhancing swimwear has grown enormously in recent years, now making up 55 percent of the Debenhams swimwear offer.

Ultimate is the latest addition to Debenhams’ swimwear solutions range, which also provides tummy control swimsuits, Slimsuits and the Gorgeous fuller bust range. Prices range from £16 to £22.



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