Great news if you’re flat chested, bad news if you’re amply endowed.
Of course it’s partially the fault of millennials (isn’t everything?) because we’re choosing comfort rather than structural engineering in our underwear.
Retail analyst Marshal Cohen, who studied the industry for global information company NPD, says: ‘Comfort is a dominant theme throughout the fashion world, and today’s bra consumer, especially millennials, is seeking both physical and personal comfort.’
He says that the ‘characteristics and simplicity’ of sports and seamless bras are a ‘natural fit in this comfort-focused environment’ – and, as an added attraction, they offer fit flexibility and ease of shopping too.
So what’s replacing the cleavage?
That’ll be a combination of side-boob and soft bras, made of fabric without any padding or wiring.
Indeed, according to the Telegraph, soft bras now make-up 30% of high end retailer Net-A-Porter’s bra range.
Vogue went one further, and suggested that the rejection of pneumatic tits is born of something more political. The article claims: ‘Rejecting the stereotypes of gender has been brought sharply into focus, with the days of women as eye-candy, their sexuality positively smouldering rather than subtly played out, officially over.’
I’m pretty sure that women can rock the plunging neckline and still reject gender stereotypes, but regardless, the busty among us don’t need to despair quite yet. A representative from the Intimate Apparel Consultancy told us that she was unconvinced about the death of cleavage.
‘Soft bras are popular at the moment, but it’s a fashion trend and it’s not for everybody,’ she said. ‘How are you going to get a 32G in a non-under wired triangle bra? Plunge and push-up bras still do better sales for lingerie shops.’
So if you’re a fashionista who’s a D+ cup up top and you’re wondering what to do about your unfashionable chest, well, you could look into hermitage or some kind of padded full body suit that will cover up your cleavage until it’s back in fashion.
Or, on the other hand, you just utterly ignore it all, keep doing you and remember that fashion magazines have been broadcasting the death of skinny jeans for about a decade now and they show no absolutely no sign of disappearing.