Size zero is out; hourglass is in. And trends seem to have changed with more girls preferring to sport healthier figures.
Sales of curve-creating underwear, accessories and dresses have gone up, with celebrities like Kelly Brook's body being the body shape most sought after.
Cosmetic surgery firm Transform has seen a 175 percent increase in a year for a 13,500 pounds op involving breast and bum implants and liposuction on waists.
According to shop chain Peacocks, sales of waist-squeezing control underwear have doubled in a year, and bigger bras are also flying off the shelves.