Today lingerie company Bendon unveiled a new bra range for the changing shape of women.
The New Zealand-based company is launching a new label to support a growing market – women with a D cup or larger bust size. The DimitySO label will launch in the United States, the UK, Australia and New Zealand in January 2010. The new brand aims to be the world’s first D to J cup size bra with a focus on fashion, not simply function.
The launch of DimitySO is a direct response to a changing trend seen in changing rooms all over the world: women's breasts are getting bigger. In the United Kingdom, the average bra size is now 36C compared with 34B a decade ago.
New Zealand women are also noticing a change. D cups and larger now account for nearly half of all the Bendon bras sold in this country. Bendon’s GM Design Sue Dunmore says DimitySO will change the way the world sees lingerie.
“The average bust size is definitely increasing around the world, particularly with young teens,” she says. “Up until now, bigger bras have been technical but not very fashionable. And the market has been slow to respond to customer demand for more stylish garments.”