Tauranga mum-of-three Maria Green, who is between an E and F cup, said she had considered a breast reduction because her breasts had caused neck and shoulder pain. Ms Green said stylish bras for larger cups tended to be expensive, and it was frustrating not to find her size in pretty colours at more affordable stores.
Delys Williams, owner of Tauranga lingerie retailer Langtons, said that increased demand for larger cup sizes had forced lingerie makers to develop prettier and stylish ranges in larger cups.
"Women with bigger breasts still want to be fashionable."
Mrs Williams said the perception of large cup sizes was changing - in the past 12DD was considered "huge" but was now "run of the mill".
Mrs Williams had also observed a trend identified by Bendon towards young girls with bigger busts than in the past. "There are some young beautiful girls who come into store looking for more generous cup sizes and what is most noticeable is these are not big girls but tiny slim girls size 8 or less. They might have really narrow backs but still require a large cup size. I have girls who need a 30G or 30H, and they have to come to a specialist store because chain stores... just do not cater for these sorts of figures," Mrs Williams said.
The largest cup size Langtons stocks is size H, but the store sources larger bras for clients from specialist makers.
Another Bay lingerie retailer, Temptations in Mount Maunganui, stocks up to a J cup.
Plastic surgeon Tristan de Chalain, who has a monthly clinic in Tauranga, suspected the reason for the increase in bust size was that women were getting bigger. "This may be diet or lifestyle-related but as there is little data - the 'why' remains speculative."
There is no official medical explanation of why women's breasts are getting bigger, with various theories including hormones in food, the contraceptive pill and HRT.
Booby Style
Big boobs don't mean you have to wear kaftans this summer. Meghan Bowker, co-director and stylist at clothing and accessories store Repertoire, shares these styling tips for bigger breasted ladies.
* Choose flattering styles to break up the chest area and draw attention away from the bust.
* The most important purchase is a well fitted, supportive bra. The right bra can support and lift a larger bust up and forward, giving the illusion of a slimmer torso.
* V-neck is the most flattering neckline. Avoid high necklines.
* Wrap dresses and blouses are flattering as they create a v-neck and define the waist.
* Avoid a short sleeve that finishes on the bust line. A wide singlet strap or a three-quarter sleeve are the most flattering sleeve lengths as attention is drawn to where the sleeve finishes. Avoid shoe-string straps.
* Don't wear a necklace that finishes on or near the bust line.
Meghan Bowker
