When it comes to breasts, bigger isn’t always better. The assumption that A-cup women are constantly looking for push-up bras to enhance their assets is no longer unequivocally true, and a number of boutiques and online stores are now specializing in smaller size—but still sexy—bras. In the past, it wasn’t uncommon for smaller-chested women to be directed to the children’s section for a training bra, the New York Times reports. Now, they have a wide selection of come-hither styles, and they’re embracing it.
Even as breast sizes have ballooned in recent years, most smaller-breasted customers “don’t want to supersize themselves,” says one boutique owner. The website of another specialty line points out the benefits of having smaller breasts: no pain from running, for one, and “best of all, sagging is minimal compared to larger women.” Says another website owner, “We are supplying sexy, chic lingerie for grown-up women, not teenagers, who are proud of what they have and not worried about trying to look bigger.”