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21st century woman is getting bigger - breast boom no myth,

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Actress Christina Hendricks

Actress Christina Hendricks

Ethan Miller

Halle Berry could have difficulty trying to board a plane with this much cleavage on display if the experience of a New York passenger is anything to go by

Halle Berry could have difficulty trying to board a plane with this much cleavage on display if the experience of a New York passenger is anything to go by

CANNES, FRANCE - MAY 13:  Cheryl Cole attends the "Habemus Papam" premiere at the Palais des Festivals during the 64th Cannes Film Festival on May 13, 2011 in Cannes, France.  (Photo by Pascal Le Segretain/Getty Images)

CANNES, FRANCE - MAY 13: Cheryl Cole attends the "Habemus Papam" premiere at the Palais des Festivals during the 64th Cannes Film Festival on May 13, 2011 in Cannes, France. (Photo by Pascal Le Segretain/Getty Images)

Pascal Le Segretain

Models Miranda Kerr, Candice Swanepoel, Adriana Lima and Erin Heatherton attend The Reveal of the What Is Sexy? List celebrated by Victoria's Secret Bombshells at The Beverly  in Los Angeles, California.

Models Miranda Kerr, Candice Swanepoel, Adriana Lima and Erin Heatherton attend The Reveal of the What Is Sexy? List celebrated by Victoria's Secret Bombshells at The Beverly in Los Angeles, California.

Charley Gallay

Actress Christina Hendricks

Actress Christina Hendricks

Larry Busacca

Actress Christina Hendricks

Actress Christina Hendricks

Frazer Harrison

Actress Christina Hendricks

Actress Christina Hendricks

Jason Merritt

Holly Sweeney, Clare Graham and Sarah Beck

Holly Sweeney, Clare Graham and Sarah Beck

Holly Sweeney

Holly Sweeney

Carol Vorderman

Carol Vorderman

Ian West

Actress Halle Berry

Actress Halle Berry

SERGIO PEREZ

Pamela Ballantine

Pamela Ballantine

Actress Halle Berry

Actress Halle Berry

Actress Halle Berry

Actress Halle Berry

Actress Halle Berry

Actress Halle Berry

Matt Sayles

Brenda Shankey

Brenda Shankey

Kelvin Boyes

Cheryl Cole

Cheryl Cole

CANNES, FRANCE - MAY 13:  Singer Cheryl Cole attends the "Habemus Papam" premiere at the Palais des Festivals during the 64th Cannes Film Festival on May 13, 2011 in Cannes, France.  (Photo by Pascal Le Segretain/Getty Images)

CANNES, FRANCE - MAY 13: Singer Cheryl Cole attends the "Habemus Papam" premiere at the Palais des Festivals during the 64th Cannes Film Festival on May 13, 2011 in Cannes, France. (Photo by Pascal Le Segretain/Getty Images)

Pascal Le Segretain

Cheryl Cole

Cheryl Cole

Pascal Le Segretain

Lynda Bryans

Lynda Bryans

Ian Trevithick

Tracey Hall

Tracey Hall

Pamela Anderson

Pamela Anderson

Ian West

Nicole Scherzinger

Nicole Scherzinger

Katie Price

Katie Price

Dan Steinberg

Dolly Parton

Dolly Parton

Ian West/PA

Dame Helen Mirren

Dame Helen Mirren

Ian West

Madonna

Madonna

Jason Merritt

Cher

Cher

Fiona Hanson

Pamela Anderson  - Baywatch icon who influenced millions of woman

Pamela Anderson - Baywatch icon who influenced millions of woman

Pamela Anderson

Pamela Anderson

LOUIS LANZANO

Katie Price

Katie Price

Dan Steinberg

Victoria Beckham

Victoria Beckham

MJ Kim

Katie Price

Katie Price

Gareth Cattermole

Jodie Marsh

Jodie Marsh

Chris Jackson

Gemma Garrett

Gemma Garrett

Liam McBurney/RAZORPIX

Tori Spelling

Tori Spelling

Brian Ach

Alex Curran

Alex Curran

Kelly Brooke

Kelly Brooke

Mark Mainz

Jennifer Aniston

Jennifer Aniston

Jason Merritt

Gemma Garrett learns pole dancing at the Star Dance And Fitness Studios in Coleraine.

Gemma Garrett learns pole dancing at the Star Dance And Fitness Studios in Coleraine.

Ian Magill

Gemma Garrett

Gemma Garrett

Gemma Garrett and Michelle Heaton their way along the red carpet to the Fate Awards in association with Diet Coke at the Europa Hotel in Belfast on Friday night.

Gemma Garrett and Michelle Heaton their way along the red carpet to the Fate Awards in association with Diet Coke at the Europa Hotel in Belfast on Friday night.

Matt Mackey

Gemma Garrett

Gemma Garrett

Gemma Garrett , Katie Larmour and  Alana Kerr at Mint Nightclub's first birthday bash

Gemma Garrett , Katie Larmour and Alana Kerr at Mint Nightclub's first birthday bash

Gemma Garrett , Katie Larmour and  Alana Kerr at Mint Nightclub's first birthday bash

Gemma Garrett , Katie Larmour and Alana Kerr at Mint Nightclub's first birthday bash

Miss GB Gemma Garrett

Miss GB Gemma Garrett

Liz Hurley

Liz Hurley

Ian West/PA

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Actress Christina Hendricks

The 21st century bosom boom isn't just a myth – boobs are getting bigger, that's a fact. The number of women in the UK purchasing DD size bras and bigger has increased by 30% in this decade alone. That's an incredible figure of women with incredible figures, don't you think?

And Belfast is leading the way, too. The New Bravissimo store is opening here as a direct result of the huge demand it has noticed from Northern Ireland customers on its website.

Although there's been much speculation about why this is happening, the actual reasons are far more obvious than you'd think. And it's nothing to do with natural selection or evolution (stupid!) because evolution is not something that can be observed happening over one generation.

There are three main explanations. The first is completely natural – people in general are now bigger than they were in the last century. Diets have changed and we don't get the same amount of exercise. For women this means broader hips, a larger waist –and, of course, bigger boobs.

The second reason is completely unnatural. According to the British Association for Aesthetic Plastic Surgeons (don't laugh, I'm being serious), around 29,000 women went under the knife in 2011-12, with breast enlargement being the favourite choice by far.

Then, of course, there are hormone treatments – like HRT, contraceptives and certain long-term cancer treatments – which can have an effect on breast size.

So yes, it is true, boobs are getting bigger and stores which specialise in the curvier physique are reaping the benefits... as are heterosexual men in general.

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