Sales in push-up bras are dramatically declining as British women turn to a more natural silhouette that matches the current Boho and Victorian styles. These are the new findings from TNS FashionTrak. Sales in push-up bras have dropped 10 per cent year-on-year, while the sale of non-push-up under wire bras has climbed 5 percent. Sales of push-up bras bought as a present have plummeted 61 percent year-on-year. Meanwhile, push-up bras represent 14 per cent of all bra sales in a market valued at £647 million, and which is growing 5 per cent per year.

Further to this, 17 percent of push-up bras are purchased by women under 25, while over half of all 35-54 year olds buy non-push-ups. "Women are increasingly looking for comfortable underwear which gives a flattering silhouette," says Fiona Bell, director of TNS FashionTrak. " Whilst 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."