The Design Situation
In the retail and online shopping markets, there is a lack of on-trend swimwear designs for large busts (DD+). This is a growing concern because of rising rates of breast augmentation and an overall increase in the average Australian bust size. Options that are available to big-busted young women are very limited, and those that do provide enough support are predominately in unattractive daggy designs. These designs often resemble large unflattering bra's, due to their major concern for support. At the moment, Australia's largest swimwear brand "Seafolly" has a range of 228 swimwear tops available for A-B cup women. In the category of DD-E cups there is just 31 varieties, and even more scarce in the F cup category with just 6 tops available. Australian big-busted women are in need of a larger variety of trendy and fashionable swimwear that conceal bust support, in order for them to feel confident and young.