The company has said that customers who have been squeezing into the KK cup, have been campaigning for larger bra sizes ever since. Although an L cup remains far larger than the national average, there can be no doubt that when a High Street chain sees reason to supply it, demand is growing, and to are our breasts.
According to Bravissimo, there are many women with extraordinary dimensions out there and it’s not just those BBW who want it. This unprecedented demand can be explained by the fact that for years women have worn bras that were too big in the back and too small in the cup.
As more of them grasp the idea that a larger cup size and a less generous back measurement could give them a greater comfort and better shape beneath our clothes, they are buying bigger sizes then ever before.
According to Bravissimo’s estimates, at least 60 percent of women wearing a C cup should be wearing a D cup or larger. And it says the average bra size is closer to a 34E than the 36C we are led to believe.
Back in the fifties, the average woman wore a B cup, a full size smaller than today’s larger size so it’s clear our dimensions have shifted, but why?
Professor Michael Baum explains, “fat is laid down on breasts just like on thighs or bottoms. We are experiencing an obesity epidemic, so the increase in women’s measurements isn’t that suprising.” Therefore saying that bigger women are more common
However, some women claim that they are still slim in other parts of the body, except for the breasts. According to Dr Marilyn Glenville, said, “it’s clear we’re not talking just about fat, but increased levels of breast tissue.