For American women, the average bra size isn't only way up, it's at an all time high.
In the past, it's been dismissed as a side effect of a general rise in obesity and the larger sizes that come with it.
But, a new study by lingerie retailer Intimacy says it's not about breasts getting bigger, it's about women becoming more educated about how to get a properly fitted bra.
A spokesperson says instead of forcing large breasts into small cups, women are buying larger cup sizes that fit correctly.
In the last 30 years, the average size has increased by three cup sizes; from 34 B to 34 DD.
How do you know if you're wearing the right size?
When shopping, make sure you can't pull your band more than an inch away from your back on the first hook and remember to try on the bra with the clasp on the loosest fitting, not the tightest.
Intimacy store manager and stylist Natalie Vo tells us more to consider.