British breasts are getting bigger – and it’s the ladies living in the North, the Midlands and Ireland leading the charge.
Busts have grown by three sizes in just two years, with the best-selling bra size going up from a 34B to a 34DD.
And our cups are truly running over in Wales – with the most popular size being an E.
The research from Debenhams also revealed an astonishing 78 per cent of women admit to having squeezed into a bra that was a smaller size than they should be wearing.
Padded and push-up bras accounted for 70 per cent of bra sales from the store in the last year, compared to 36 per cent in 2010, suggesting the smaller-busted among us are keen to get in on the act.
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Head of lingerie buying and design, Sharon Webb, said: “Confidence is changing the shape of the nation. Fit is of paramount importance, a great fitting bra makes you look incredible on the outside and feel fabulous on the inside.
“If women want a bit of enhancement then they can invest in a simple padded or push up bra and see instant results by the fasten of a clasp - no expensive surgery required."