It is commonly assumed that small-chested women feel that nature"s lottery has left them coming up short. The parade of heaving bosoms in Victoria’s Secret catalogs not only suggests that bigger is better but also that supersizing with a push-up bra is universally desired.
Wrong, says Ellen Shing, the owner of Lula Lu, a Web site and boutique in San Mateo, Calif., that cater to AAA- to A-cup sizes. She says that while a small number of her customers come in looking for padded bras and tell her, "Make me as big as you can," the majority "don"t want to supersize themselves."
Those customers "are happy with their bodies," said Ms. Shing, 42.
Elisabeth Dale (formerly Squires), who wrote "Boobs: A Guide to Your Girls," there has been "a huge surge in Web sites and online retailers that specialize in smaller bra sizes in a very empowering way," like evesappleslingerie.com. "They are not about "Here"s how you stuff your bra," " she added. "They are like, "The way you are is perfect, and here"s how I can help you.""
These days, more small-chested ladies seem to be openly celebrating their look on Twitter, Facebook and various blogs. More than 2,300 people joined another Facebook group to declare "flat chested girls are prettier!!"
In recent years, as people"s weight has ballooned, breasts (mostly made up of fat) have only gotten larger, too. K-cups now exist. Brandishing a tiny bosom may be a reaction to that trend.
Sabrina Lightbourn, 37, a photographer in Nassau, the Bahamas, never second-guessed her A-cups, even in a land of bikinis. "In my mind, they are fabulous," she said. Sometimes, she favors down-to-the-sternum cuts that make it "really obvious that you don"t have much."
Lailides.com, pronounced LAY-leed, offers come-hither wireless lingerie for $46 to $72 and a healthy dollop of self-love. Women who wear A-cup bras, the site points out, "do not experience pain from running or dancing, they can sleep on their stomachs, and best of all, sagging is minimal compared to larger women."
"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," said Fiona Goad, 44, the managing director at LittleWomen.com, an English site.