America's cup runneth over. The average bra size has jumped from a 34B 20 years ago to a 34DD in 2013, according to a new survey by lingerie retailer Intimacy.
Weight gain and breast implants have played a role in the increase, Intimacy spokeswoman Kate Terhune explained to The Huffington Post, but the biggest factor is that women are choosing a more appropriate size. "Women are more educated about bra fit," she said.
The chain interviewed more than 60,000 customers at its 16 stores nationwide, and compared the results to a similar study it did in 1992, Terhune said. Far more sizes are available now than in the early '90s, meaning that comfort in a larger cup could push up the mean. The company planned to publish the full results later Wednesday in a press release, Terhune said.
According to other news outlets, additional retailers were experiencing inflation as well. The bestselling bra at online seller Figleaves.com is a 34E (DD) and the size demand for its Just Peachy brand had risen to 38H, Glamour reported. Racked wrote that Italian label Cosabella had added a 38 for C, D and DDs.
"I simply believe the industry is focusing on larger cup sizes more in terms of offering, where they had never offered luxury or fashionable product before," Cosabella spokesman Guido Campello told Racked.
Sounds like less va-va-voom and more like women simply seeking more room.