Vogue said models are choosing to show off their shoulders, stomach or legs rather than go for a plunging neckline in a bid to outwit 'creepy' online comments.
While Vogue may has declared the era of cleavage to be over, the market itself has seen a shift in women's attitudes to their bust. Recent bra sales show that soft-cupped natural shapes have overtaken the push-up bra synonymous with the 1990s and Eva Herzigova's 1994 Wonderbra advert. In recent years stars like Emma Watson have led the A-list revolt on cleavage and have been seen on the red carpet in more conservative outfits. Online fashion retailer Asos has even launched a 'side boob bra' as an alternative to the low-cut top.
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