A new range of bust-enhancing swimwear by a high street retailer promises to provide women with maximum cleavage control
The Ultimate collection by Debenhams includes three sizes - Natural, Mega and Extreme - which can give the wearer anything from a "subtle upward lift" to a boost by two cup sizes.
"Despite the curvaceous TOWIE ladies bringing the boob-job-look back, women feel their assets should fit the social situation," the Daily Mail quoted a spokesperson for Debenhams as saying.
"We wanted to give customers a menu of size options to choose from - a cleavage for every occasion!
"This range is a boob-job in a bikini with the option of inflating or deflating when necessary," the spokesperson said.
A survey conducted to mark the range found nine out of 10 women vary their swimwear choice based on who they are holidaying with - be it with family, friends or partners.
While nearly two-thirds wanted to naturally enhance their chests when with a partner, three-quarters said they opted for a larger-than-life look when alone to attract male attention.
The nautical coloured bikinis are priced from 16-22 pounds. Shoppers can choose from Natural for a subtle lift, Mega for a gel-filled bra to add a cup size, and Extreme, which uses foam padding to enhance boobs by two cup sizes.
Additionally, the new bikinis are making a splash already as sales reportedly increased by 375 per cent last week.