London,Oct12:The sale 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 were busted down 44 per cent year-on-year with non-padded ones up about 20 per cent.
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 colour.
Sales of pink T-shirts for men increased 74 per cent and pink shirts by 39 per cent on last year.
There was also a boom at the breakfast table with egg and avocado gadgets seeing rises of 25 and 40 per cent respectively.