History in a bra cup: How the booms and busts of bra sizes reflect the UK economy
By Daily Mail Reporter
28th May 2011
It really is a case of 'boom or bust' according to new research claiming women favour bras which mirror the state of the economy.
Findings show that traditional financial cycles have been reflected by British women's preferred bra, from the subdued, subtle support offered in the impoverished post war years to the bra-burning liberalism of the sixties and early seventies.
Technological advances of the late sixties and seventies saw bras become more comfortable and fitted for those women who kept theirs on, while a craze for all things space age saw a surge in the popularity of cone-shaped bra cups.
And today's women tend to opt for bigger bras than ever before.
Soaring obesity rates and a desire for women to make the most of their assets using 'chicken fillets' and other enhancements has prompted the introduction of ever-larger bras.
The 'History of the Great British Bust,' released today by department store Debenhams charts the history of bras in Britain over the past century and reveals an uncanny link between Britain's economic situation and women's preferred method of displaying their assets.
Former Prime Minister Harold Macmillan's post-war claim that Brits had 'never had it so good' was supported by British bra shapes, which 'rose rapidly and jutted proudly out,' in a Marilyn Monroe-style, as woman gained independence and took control of their lives.
And the liberal politics of the swinging 60s was also seen in the nation's attitude to bras, with feminists burning theirs and leaving their chests as nature intended - reflecting the 'dominant liberal political agenda' of the time.
Technological advances of the late 60s and 70s - such as the moon landing - became reflected in bra technology, with space-age conical cup shapes and new production methods making bras that were both fitted as well as comfortable to wear.
Soon after, the advent of power-dressing in the 80s saw cup-shapes 'rise to the occasion' becoming higher and narrower, in order to accommodate the sharp suits worn by female executives.
More recently, the Cool Britannia years of the 90s and popularity of Wonderbra's 'Hello Boys' advert saw women become keen to put their bras on show.
Breast enhancements also became more popular, prompting a surge in demand for larger bras.
Recent economic austerity has left women keen to 'make the most of their existing assets' with sharp rises in sales of products which enhance the bust temporarily, a cheaper alternative to surgical implants.
This, coupled with rising obesity rates has seen cup sizes swell, with Debenham's recently launching its biggest ever K-cup bra.
Spokesperson for Debenhams Ed Watson said: ‘Currently, British bust sizes are holding firm, despite trying times.
‘It is clear that Britain's history has been marked by a series of booms and busts in bra sizes in the same way that the economy has fluctuated.
‘Our figures show that we are currently at a peak in the cycle. Experts are speculating whether bust sizes will continue to climb, or whether there will be a sudden collapse in the trend.
‘It's a question which is vital to the entire UK economy. Whoever gets it right will win a big advantage over competitors in the fashion markets.’
He added: ‘It is now possible to chart Britain's economic record merely by keeping 'abreast' of the times.
‘This is history in a bra cup. Our research has revealed a direct correlation between the events of each decade and the position of a woman's bust.
‘Instead of spending months of research in dusty libraries, historians such as Simon Schama and David Starkey now only have to look at women's busts to gain an accurate insight into the mood of the nation.’
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