Breast sizes are continuing to grow and increase in size, mainly due to a combination of poor diet and developments in cosmetic surgery.

Knowing this information, New Zealand Auckland-based bra designer Bendon is launching a new label intended to be the “world’s first larger cup size bra with a focus on fashion, not simply function”.

The brand expects to launch DimitySO, a response to a worldwide trend towards bigger women’s breasts and how to cater for them.

General Manager for the designer label Bendon, Sue Dunmore agreed with the trends and said it was only time their label decided to act on it.

“The average bust size is definitely increasing around the world, particularly with young teens,” Dunmore said.

Retailers’ from around the world have already begun showing interest in the new range of bras and have reportedly been very interested in stocking the new range.

Shop owners have not been the only people to enjoy the new trend, with many publications of websites covering Bendon’s idea and giving them large amounts of publicity.

The brand said the average bra size in Britain was now 36C, compared to 34B a decade ago. In this country, D cups and larger now accounted for nearly half of all the Bendon bras sold.

The new label, for women with a D cup or larger bust size, will be launched next month in New Zealand, the United States, Britain and Australia.