Breasts: American Women's Are Getting Bigger

Women are going up in bra size, according to the New York Times. "These days, many women -- to their shock or glee -- are finding that DD is becoming the new C," writes Laura Holson.

At Wacoal America, one of the largest U.S. bra makers, 36DD is on track to replace 36D as its most popular size in 2009. (Three years ago, it was 36C.)

There are many theories as to why women’s cups seem to be expanding. Some ascribe the difference to health and beauty trends that have accelerated over time. A 2007 study of adult women by the Centers for Disease Control and Prevention showed that the prevalence of obesity — someone having a body mass index of 30 or more — has increased 2.1 percent since 2004, to 35.3 percent.

The Oprah effect
Breast augmentation, too, is still a popular procedure, despite the recession. And age and hormones affect baby boomers’ bust sizes, as well. But most manufacturers and lingerie shop owners say the phenomenon is due to the fact that more women are being fitted correctly. They call it the Oprah effect. Since 2005, when Oprah Winfrey devoted a show to how to buy the right size bra, the number of women seeking bra fittings has soared.

“It was a turning point,” said Liz Smith, director of retail service at Wacoal America, which is considering adding an H cup to its line. “You just need her to say it once.”

Fit
About 8 in 10 women wear the wrong size, experts say. Most often the problem is that the stretchy fabric band around the rib cage is worn too loosely for smaller frames. A more snug band size — going from, say, a 34 to a 32 — increases the width and depth of the cup. Simply put, a woman who wears a 36A is also likely to fit into a 34B or a 32C.

Bra denial
But while some women find pride in their newly discovered abundance, others have mixed feelings. “Most women are in bra denial,” said Rebecca Apsan, the owner of La Petite Coquette in Manhattan whose biggest sellers last year were 32D and 32DD. “They think there is some mistake. That’s why I never tell them what size I am putting them in. They don’t want to believe it.”