Vogue UK announced in its December issue that cleavage has gone bust. Plunging necklines, exposed breasts and anything that screams va va voom are no longer, well, in vogue.
In an article titled "Desperately Seeking Cleavage," the magazine says, "The cleavage – those magnificent mounds pushed together to display sexual empowerment, to seduce, to inspire lust or even just to show off – is over, or at least, taking a well-earned break."
What is taking the long-lasting style staple? Exposed shoulders, stomach or legs.
"Rejecting the stereotypes of gender has been brought sharply into focus, with the days of women as eye-candy, their sexuality positively smoldering rather than subtly played out, officially over," Vogue claimed.
Part of what's causing cleavage to go out of style, is "creepy" online comments about women's breasts.
Celebrity stylist Elizabeth Saltzman told The Telegraph that when her clients post cleavage-heavy pictures on Instagram, "out of about 100,00 comments, 90,000 will be about...boobs."
"That's not healthy, that's creepy," Saltzman said.
In light of the new trend, women are considering comfort when purchasing a bra.
"Comfort is a dominant theme throughout the fashion world, and today’s bra consumer, especially Millennials, is seeking both physical and personal comfort," chief industry analyst Marshal Cohen told the British paper.
So are the days of the push-up bra numbered? Tell us in comments.