A new survey highlights the increasing bust size in the US with the average bra size in the country increasing from a 34B in 1993 to 34DD in 2013.
Lingerie retailer Intimacy spokeswoman Kate Terhune told The Huffington Post that weight gain and breast implants have played a role in the increase.
She said that the biggest factor is that women are choosing a more appropriate size, as they are more educated about bra fit.
The chain interviewed more than 60,000 customers at its 16 stores nationwide, and compared the results to a similar study it did in 1992, Terhune said.
Far more sizes are available now than in the early '90s, meaning that comfort in a larger cup could push up the mean.
According to other news outlets, additional retailers were experiencing inflation as well.
The bestselling bra at online seller Figleaves.com is a 34E (DD) and the size demand for its Just Peachy brand had risen to 38H, Glamour reported.
Racked wrote that Italian label Cosabella had added a 38 for C, D and DDs.