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For those women who are blessed (or cursed) with a well-endowed chest there has been a distinct lack of support in the bra department.But now Selfridges has come to the rescue of busty women across the country with the introduction of the K-cup bra.
Made by luxury brand Fantasie, the sizeable brassiere measures 4ft in circumference but offers the kind of support that the big-breasted have been crying out for.
Extra-thick straps and three hooks help to ensure that everything stays in place and Fantasie say that 10,000 women have already snapped up K-cups from specialist outlets across the country.
Helen Attwood, Lingerie Buying Manager for Selfridges, told the Daily Mail: "We are seeing more demand for the larger sizes and especially for fashionable, sexy bras in bigger sizes for younger women.
"We are in general getting heavier and therefore more women have larger busts, but it can even change depending on the time of the month."
The K-cup is now the largest bra on sale in Britain's high streets, beating the J-cup launched by Marks & Spencer in 2007.
They might cost £32 but that's a small price to pay for a little extra support.
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