Women's breasts can lose their shape after weight loss, pregnancy or as part of the natural ageing process.
We look at the options for improving your breasts, from exercise to surgery, whether you want to increase or decrease your cup size...
As breasts are largely made up of fatty tissue, no amount of exercise will add inches to them. Having said that, some sportswomen claim that exercising the pectoral muscles which sit directly below the breasts has improved their overall definition, albeit only slightly.
If press-ups prove a challenge, try standing facing a wall at arm's length, with your palms flat against the wall. Push against the wall as if you were pushing it away, keeping your arms straight. Hold for eight counts and relax arms for eight counts. Repeat 10-20 times a day.
Improving your posture can do wonders for your overall appearance and instantly 'lift' your breasts.
If you have developed a habit of slouching, yoga classes (or following a DVD) can help re-educate your body.
Alternatively, try this trick. Imagine there is a balloon on a string extending from the crown of your head. Picture the balloon floating upwards, pulling your head toward the sky. You'll instantly stand upright with your spine elongated.
An estimated 60 per cent of women are wearing the wrong sized bra - are you one of them?
It's worth getting measured professionally every year or so (many department stores offer a free service) as weight gain or loss, ageing and pregnancy can all effect your size.
For extra support, opt for an underwired tightly-woven bra (avoid flimsy materials such as lace) with firm cups and a wide back to provide good lift.
You'll find a plethora of breast firming lotions and potions on the market, some of which promise more than they can deliver.
Remember that while creams may offer some improvement to the suppleness and tone of the skin, they aren't able to change the firmness of the breast tissue itself.
Breast enlargement is the most frequently performed cosmetic surgery procedure in the UK.
It's popular with women who want to improve the size, shape and symmetry of their breasts, particularly after pregnancy or weight loss.
Implants are available in a variety of shapes, forms and sizes and you'll be able to discuss what you want to achieve with your surgeon – though there may be a maximum increase of two to three cup sizes.
Large breasts can cause physical discomfort, including bad posture and back ache, as well as embarrassment and low self-esteem. If you're self conscious about the size of your breasts, reduction surgery can provide a solution.
The procedure is performed under general anaesthetic and takes approximately two to three hours, depending on the extent of the reduction.
The surgeon will remove fat and excess skin and will reposition your nipple and areola to fit your new breast shape.
Women's breasts can lose their shape after weight loss, childbirth or as part of the natural ageing process. A mastopexy or breast lift can help restore fullness and give breasts a more pert appearance.
The procedure can be performed alongside a breast augmentation or without changing your cup size.
Excess skin from around the breast is removed and small incisions are made in order to allow the nipple and areola to sit higher on the breast.
Breast surgery is performed under general anaesthetic and takes approximately one to two hours, though you'll usually need to stay in hospital overnight in order to be monitored.
You should be prepared take a least a week or two off work and avoid lifting anything even remotely heavy. During this time stitches and dressing will be removed.
Expect the breasts to be sore and swollen for a few weeks, though wearing a sports bra can help you feel more comfortable. A series of follow up appointments will be arranged to check on your progress.
To find a reputable surgeon contact either the British Association of Cosmetic Surgeons (BACS) or the British Association of Aesthetic Plastic Surgeons (BAAPS).
Make a list of questions before your initial consultation and make sure you feel fully counselled.
Don't be afraid to ask what the surgeon's experience is, how many similar procedures they have performed, and whether you can speak to several of their previous patients.