Lingerie sales boom driven by breast surgery

The increased popularity of breast enlargement surgery has boosted sales of bigger-cup size lingerie, new figures suggest.

With millions of men across the UK expected to purchase sexy underwear for their partners this Christmas, one leading brand has revealed that sales of D-G cup size bras have been especially strong in the run-up to the festivities.

According to Ultimo, sales within this range have been up by 26 per cent in comparison to this time last year, with the firm’s chief executive Michelle Mone revealing that one of their most popular sizes is now a 34FF.

"We have really tried to meet the increasing demand for bigger-busted women," she noted.

Alongside initiatives aimed at making shopping for lingerie more male-friendly, such as the recently-opened Lingerie Academy at John Lewis, this trend is likely to be partly driven by women following the example set by glamorous celebrities and having breast augmentation surgery themselves.

Over the past few weeks, big-boobed model Nicola McLean has featured prominently in the nation’s media after her stint in the I’m a Celebrity jungle.