Cleavage is a fashion no-no right now. Put those wonderbras away and revel in comfort and demure sexiness.

“The busty cleavage, made popular by the ‘Hello Boys’ Wonderbra adverts starring Eva Herzigova, is being replaced by a more demure look, according to fashion experts…

But the latest sales show a reversal as women start to favour a more natural look. Market analysts TNS FashionTrak say sales of push-up bras have dropped ten per cent in the past year.

Even men appear to be getting bored with the look - purchases of the bras as presents fell even further, by 61 per cent…

TNS said the bra’s falling popularity could be explained by fashion trends, as women favour ornate and peasant blouses typified by Boho chic and Victoriana rather than tight, low-cut tops.

Director Fiona Bell said: ‘After a long period of success, the “bare all” look is falling out of favour as more demure fashion trends take hold.

‘Women are increasingly looking for comfortable underwear which gives a flattering silhouette. While younger girls still favour cleavage-enhancing bras, women over-30 are more likely to opt for the comfort and shape of a non-push-up bra.’…”

More…