‘Boobs are back’: Sales for the secret bra beloved by Sydney Sweeney, Scarlett Johansson for killer cleavage surge
Talk about a pick me up.
Bust-boosting bras beloved in the 1990s are soaring in popularity, as stars like Sydney Sweeney lead the latest undergarment trend that gives a killer cleavage.
The balconette, or “balcony,” bra — popularized by Marilyn Monroe in the 1950s and revived in the ’90s and early aughts by busty pop stars — has been revived by A-listers who are seemingly responsible for the 61% surge in sales this year at UK retailer, Freemans.
“Boobs are back,” Liz King, who works for Freemans, told The Sun. “Like so many 90s fashions, push-up bras are back in vogue with Gen Z shoppers. Meanwhile, balconettes are the choice of shoppers wanting sophisticated and elegant styling.”
The bras, which have a more open, square neckline with wider straps, lifting the chest without any squishing unlike a plunge or push-up, began to crop up last year, starting with the peekaboo bra movement on the Cannes red carpet last summer.
Spearheaded by Sweeney, 25, and Scarlett Johansson, 38, the exposed undergarment fad took over the carpet, catwalk and street style shortly after.
Meanwhile, Lily James sported a beaded, lime green number with a balconette bodice at the UK premiere of “What’s Love Got To Do With It?,” while Kate Winslet posed in the lingerie in photos for Variety just last week.
Elsewhere, on the set of “And Just Like That…” actress Sarah Jessica Parker, 59, was fashioned in a blue bodycon dress with a black balconette bra peeking out of the square neckline.
Additionally, Demi Moore, 61, attended the Dolce & Gabbana 40th anniversary party in April wearing a glittering sheer sheath with, you guessed it, a black balcony bra underneath.
The brassiere seems to also be the secret to the chin-high bust of “Bridgerton” it girl Nicola Coughlan — a self-proclaimed member of the “perfect breast community” — in the hit Netflix period piece.
Even Gen Z favorite retailers like Reformation have cashed in on the trend, selling strappy tank tops featuring a peekaboo balconette neckline.
The fad is a far cry from recent movements by the young generation to go completely braless. Just two years ago, A-listers were saying “ta-ta” to their bras, opting for a more liberating style of undergarments — the lack thereof — instead of succumbing to restrictive underwire.
