The rise of quiet cleavage: Women are abandoning their Victorian secret push-up bras, turning to comfortable sports and casual styles or like Gaga on Vogue, no bra at all


This is the style that fashion backpacks have always advocated, and underwear like Gigi Hadid, Kendall Jenner, Bella Hadid and Emily Ratjkowski is cool.

In fact, just scrolling through Emily’s Instagram and model influencers is usually a bra.

It seems that once the breasts are pushed up, it is no longer what we want.

Moreover, influential celebrities like Gigi and Bella Hadid exchanged a firm style for their work, and there was no bra at all – we were not surprised by the trend.

And not just the Emily and Hadid sisters are cool, comfortable and functional.

Olivia Palermo, Ashley Graham, Dakota Johnson, Iskra Lawrence and – Closer to home – Mollie King and Lottie Moss are waving bras.

In the case of Lady Gaga, she wore a low-cut Brandon Maxwell dress on the cover of this month’s US version of Vogue.

Braless, “Organic cleavage” seems to be smashed away – Kendall Jenner is also a fan.

“I really don’t know how important it is to do shameless things. I feel so cool, I really don’t care! It’s sexy, comfortable, my breasts are cool. That’s it!” Kendall said earlier this year.

In fact, the 23-year-old Kendall’s lingerie collection seems to be very different from the color padding style she wore last week at Victoria’s Secret Fashion Show.

The brand – its profits have fallen sharply in the past year – made headlines this week after CEO San Singer resigned.

Chief Marketing Officer Ed Razek said in an interview with Vogue: “Why is your program not doing this?

“You shouldn’t have transgender people on the show? No, no, I don’t think so.

“Well, why not? Because this show is fantastic.”

According to Jess Carter-Molly of the Guardian, “The real trouble with Victoria’s secret is that it sells the wrong cleavage.”

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