The bra market in Australia is expanding, literally. Up to 40 percent of Ausie women now buy bras with a cup size of DD or higher, new figures from lingerie suppliers show.
In the 1950s, the most common bra-cup size was a B -- three sizes below a DD.
Modern breasts are getting so large that some bra companies have introduced cup sizes as high as K. Experts blame the cleavage boost on obesity, contraceptive pills and artificial hormones.
Myer lingerie buyer Kerryn Sawyer said sales of DD-plus bras have grown from about 20 percent of sales to 28 percent in just five years.
Many lingerie labels such as Berlei and Triumph are now offering G cups while Fayreform, Freya and Le Mystere are producing select styles up to a size J.
Bra company Eveden Australia launched a K cup into the market last year.
Berlei brand manager Jane Edser said the company's range of bra styles available in DD-plus had increased since 2005 from 75 per ent to 83 percent to cater for the growing market.