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Boom of the bust

10th October 2012 Print
Boom of the bust

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 and it’s ladies living in the North, Midlands and Ireland who are the ones contributing to this trend, whilst ladies in the South and Scotland have grown by a more modest two sizes.

If the saying ‘size matters’ is true, then Wales is firmly in the lead with size E as the average bra size.

And an astonishing 78% of women surveyed by Debenhams admit to previously squeezing into a bra that was a smaller size than they should be wearing.

Debenhams’ head of lingerie buying and design, Sharon Webb commented: “Sales suggest that breasts are bigger and better than ever before”.

Voluptuous role models such as Dita Von Teese, Kim Kardashian, Nigella Lawson and Beyonce Knowles are constantly flaunting their assets and in turn have encouraged women to embrace their breasts and celebrate their curves.

An attention-grabbing 70% of bra sales in Debenhams stores across the UK this year have been for padded and push up bras compared to 36% in 2010, suggesting that women are now proud to show off what they’ve got.

Continues Webb: “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.

“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.”

And 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%), Breast Cancer Campaign (45%) and Pink Ribbon Foundation (10%).

More Photos - Click to Enlarge

Boom of the bust