If the lingerie section of department store or local boutique leaves you dry mouthed and anxious because nothing EVER seems to fit, maybe it's time to get a fitting. Because it turns out our cup sizes are a lot bigger than we think.
According to a survey by British high street store Debenhams, 78 percent of women have squeezed into bras that are smaller than the size they should be wearing.
The survey quelled fears that we're putting on weight all round and instead found that it's specifically bust sizes, and less back measurements that have grown significantly in the past two years. Brilliant news for some, others not so much.
The growth? Three whole sizes - from 12B in 2010 to a 12DD - Debenhams' best selling size today.
And those women not part of the growth spurt are propping up the economy by shopping to create their aspirational figures: 70 percent of their bra sales this year have been for padded and push-up bras compared to 36 percent in 2010.
Anne McRoberts from Australian lingerie retailer Big Girls Don't Cry, says their sales are in line with finding, but the figures are slightly different.
"Two years ago, a D cup was our most popular size. Today, 12GG - 16 GG bras are our best selling sizes. We're also fitting smaller back sizes, like a size 6 with an F cup bust."
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She says the sizes have been available for a long time but people are unaware of the choice on the market. "It's about making people aware of what's available - it's also important that women get a fitting every six months."
Lin and Barrett Lingerie in Sydney agree. The retailer has discontinued some smaller cup sizes in favour of larger sizes and has walls in their stores dedicated to cups DD - J.
The launch of lingerie brand Evollove last month reflects this change with the brand catering only to women wearing sizes 8 -18, D - G cups.