London, October 2 : British women today have become bustier than what they were five years ago, jumping from an average cup size of 34C to 36D.
According to researchers, sales figures have shown a soaring demand for G, H, and even J cup bras while more than 63 per cent of bra sales at high street store Debenhams are now a D or more.
The experts allot the reasons for the significant change to curvier figures and cosmetic surgery with 20 per cent more women going under the knife than 10 years ago.
Moreover, women are said to be wearing the exact and bigger size now owing to makeover reality television shows such as BBC's 'What Not To Wear' and Channel 4's 'How To Look Good Naked'.
The study revealed that an average woman, who used to wear two sizes smaller without professional guidance, now wears a correct D rather than a smaller C.
"It's clear that Britain is entering the age of the fuller bust," the Sun quoted Sharon Webb, a specialist buyer of bigger bras at Debenhams as saying.
She said: "Many large sizes we're selling regularly today would have been unheard of just a decade ago.
"We're having to develop entirely new bra designs which are strong enough to cope with fuller busts sizes - while still ensuring they look seductive and stylish.
"There is also a growing perception among British women that big busts are beautiful."