Not Their Mother’s Bras

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Who says there’s no good news anymore?

FIRST there was economic inflation. Then there was grade inflation. Now comes cup inflation.

While clothes designers have whittled down dress sizes so that even a musclebound woman can wiggle into a size 2, brassiere makers are defying fashion convention by selling bras with bigger cup sizes. These days, many women — to their shock or glee — are finding that DD is becoming the new C.

At Wacoal America, one of the largest bra makers in the country, 36DD is on track to replace 36D as its most popular size in 2009. (Three years ago it was 36C.) Bare Necessities, an online lingerie retailer, said 34DD was its No. 10 best-selling size last year, up from No. 17 in 2002. And this fall Elle Macpherson Intimates will introduce its first collection for fuller-busted women, offering cup sizes from D to G.

“It’s the ascendancy of the DDs,” said Noah Wrubel, the chief executive of Bare Necessities. “The bras that women are wearing these days are not their mothers’ bras.”

Theories abound as to why women’s cups seem to be (forgive the pun) spilling over. Some ascribe the difference to a confluence of health and beauty trends that have accelerated over time. A 2007 study of adult women by the Centers for Disease Control and Prevention showed that the prevalence of obesity — someone having a body mass index of 30 or more — has increased 2.1 percent since 2004, to 35.3 percent. Breast augmentation, too, is still a popular procedure, despite the recession. And age and hormones play havoc with baby boomers’ bust sizes, as well. But most manufacturers and lingerie shop owners say the phenomenon is due to the fact that more women are being fitted correctly. They call it the Oprah effect. Since 2005, when Oprah Winfrey devoted a show to how to buy the right size bra, the number of women seeking bra fittings has soared.

Of course if they were wearing their mother’s bras they would look like the bra-wearing babe above, which is, in my humble opinion, the way a gal should look in a bra.

janerussell1

Or if you want a more specific example try Jane Russell.  Now Jane knew how to wear a bra.

Anyway, this is good news. For me anyway.

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8 Comments

  1. So…does this mean my meager 36 A’s will now be….C’s?

  2. I don’t understand this… DD’s are the new C’s? I think I would cry if I was in a dressing room and they told me my C’s are not DD’s. All that I would think about would be-“how the hell am I supposed to fit these suckers in a button down blouse?”

    No thanks-I don’t want to have big ta-ta’s… I am happy with the itty-bitty titties that I do have that fit in all of my tops and don’t get in the way when I swing a golf club.

    Now-I am all for reducing the pant size charts. What joy it would bring me if my size 6 jeans were magically reduced to a size 2! I would jump for joy until my size C boobs gave me a black eye! Oh wait… I guess I would only get a black eye if I had DD’s.

  3. I meant “My C’s are NOW DD’s” not, “My C’s are NOT DD’s.” Freaking keyboard, it can never type what I mean.

  4. June: Lucky duck.
    I have D’s, and I have to wear an “Over-the-shoulder-boulder-holder”
    Jane Russell was sure pretty. The women anymore nowadays look slutty, wheres the class?
    Andway, even women like articles like this, great Blogging 🙂

  5. Sigh, stupid DD’s. I appreciate the reference to golf. I’ve always counted the rack as a handicap. Plus, I have to agree with the whole button thing. They just don’t fit.

    On the other hand, it is wonderful that they’re starting to make larger bras, now if they would just make larger cups w/o increasing band sizes.

  6. I love it when women talk bras and boobs in the comments. It’s almost the virtual equivalent of a bra and panty tickle fight.

  7. Russell had specially designed bras for this movie. Howard Hughes’ idea, I think.

  8. naa pussy chala duradaga unnadi


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