Debenhams has seen demand for a new generation of bras that offer a boost of at least two cup sizes rise by 35% in the past six months.
Lingerie designers have used revolutionary technology to redesign and strengthen the construction of bra cups so they lift and shape, build bust size and create a deep, plunging cleavage, without lots of heavy padding.
The trend for the extra lift, reminiscent of the “Hello Boys” advert made famous by Czech-born supermodel Eva Herzigova in the 1990s, for an instant, painless increase in bust size has been led by celebrities such as Kim Kardashian,Sofia Vergara, Beyonce and Nicki Minaj, flaunting their eye-catching décolletage in dramatic plunging outfits.
Many famous faces not blessed with the natural curves have also helped the sales of the “vavava-voom” style bras by being open about their use of up-lifting lingerie, including Kim and smaller-breasted girls such as Taylor Swift, Paris Hilton, Katy Perry and Cara Delevingne.
The rise of the “boob-job bras” follows a decline in surgery for breast enhancement by almost a quarter last year. Breast reduction procedures showed an increase following celebrities such as Katie Price, Victoria Beckham, Marie Osmond, Sharon Osbourne and original Baywatch babe Pamela Anderson, all undergoing reduction operations.
Some 85% of those with larger cup sizes (from C-E) said they were proud of their cleavage. Overall almost three quarters (73%) said wearing a bust-enhancing bra made them feel more confident.
While almost three in four women (73%) admitted owning a bra doesn’t fit properly and is at least one cup too big or small, six out of ten (62%) said they wanted good support and uplift from their bras.
The variety of day and evening fashion means women now keep on average 17 bras in their lingerie drawer so they have suitable underwear for all occasions and outfits. They buy an average of four new bras a year.
Sharon Webb, Debenhams head of lingerie, said: “There has been a noticeable trend towards extreme-boost bras, which can increase a bust by two cup sizes. Customers want an instant and noticeable difference to create a sexy look, without the concerns that come with permanently changing their figure. This new generation of bras is the perfect solution for those who want to emulate the extreme-cleavage look that is very much in fashion at the moment.
“Back smoothing bras are also proving very popular. This could be the result of women realising that a good fitting bra should be supportive on the under band. A firm under band can result in unsightly bulges, so the back smoothing bras are designed to eliminate this issue.
“It is important to have a fitting for every style of bra you buy and to always wear your correct size. Different styles of bra suit different body shapes. For example a sports bra should always be bought in the correct size. Don’t buy a size smaller to give extra support as the bra has been created with this in mind already. Likewise do not buy a strapless in a smaller back size to keep it up. This has already been considered in the design of the bra.”
Notes to Editors:
Debenhams has 1000 trained bra fitters in its lingerie department and sells 4 million bars a year, with an average price of £26. The most common cut size is 34DD.
Debenhams is current running a three week Spring promotion, from Wed May 6, which focuses on bra fitting in stores.
*Survey of 1016 women carried out online
**Bra promotion runs from May 5th until May 25th. Customers who use the bra fit service in Debenhams will receive £5 off when they spend £30. If you spend £30 online customers receive 15% off. The “£5 off in-store” offer is available at all Debenhams Retail Plc (“Debenhams”) stores in the UK only and the “15% off online” offer is available at www.debenhams.com and via the Debenhams mobile site, iPhone app, iPad app, Android app and in-store kiosks in the UK only (the “Offer”). Such promotional discounts are not valid for use for telephone orders.
Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of over 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.
Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Betty Jackson, Stephen Jones, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Ren Pearce and Andrew Fionda, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton, Thea Bregazzi, Eric Van Peterson and Matthew Williamson.
For more information and high-res lifestyle and cut-out imagery please contact:
Debenhams Press Office
020 3549 6420 / firstname.lastname@example.org