Sales of push-up bras have flopped because big boobs have fallen out of fashion, retail experts say.
The popularity of non-curvy celebs such as Cara Delevingne has seen fewer women wanting a cleavage.
Sales of padded bras at John Lewis, a British department store, were busted down 44 percent year-on-year with non-padded ones up about 20 percent.
The firm’s assistant lingerie buyer Alanna Leow-McKenna said: “Gone are the days women longed to push up their cleavage.
“Instead there’s greater priority on functional and comfortable lingerie.”
Other items losing popularity include analogue radios, e-readers and office suits for women.
But the big hits with consumers last year were velvet sofas, gin glasses and smart speakers such as the Amazon Echo.
A dusty shade of pink worn by stars including Drake and Rihanna was also popular — with 63,000 searches on johnlewis.com for the color.
Sales of pink T-shirts for men increased 74 percent and pink shirts by 39 percent on last year.
There was also a boom at the breakfast table with egg and avocado gadgets seeing rises of 25 and 40 percent respectively.
Classics such as teapots, egg cups and butter dishes also had sales lifts.
The findings are featured in John Lewis’s fifth annual retail report.
Source: NY Post Fashion Feed