04 May 2010

A number of factors increasing the UK's bust size, including the continuing popularity of breast surgery, have led to the official introduction of a new cup size for Britain's high street stores.The Daily Mail reports that the new KK cup, which was previously only available through specialist retailers, will soon be going on sale in Debenhams on London's Oxford Street, and aims to provide sufficient support for women with larger breasts who may have previously struggled to find the perfect bra. Ruth Attridge of luxury brand Panache, which manufactures the Harmony bra, said: "We have seen demand for larger bra sizes soar. More women are being measured and most tend to go up two cup sizes as they have been buying bras that are too small. "Also in our city stores we've seen ladies with larger busts due to the popularity of cosmetic surgery. Often when they're measured they have a bigger cup size than they think due to the implants being measured by weight and not cup size." The average bra size in the UK is evidently increasing, with the 36D cup currently being the most popular bra size compared to the 34B ten years ago. The rise of breast sizes in the UK is believed to be not only due to plastic surgery however, with Ms Attridge explaining that the pill and improved nutrition could also be factors in increasing bust sizes among women of all ages. This means that an increase in the number of women considering breast reduction surgery could also be on the cards, with women searching for ways to minimise a bust that could prove too large for their frame. The KK cup bras measure 20 inches and are expected to retail for 25.