Hoping to turn heads on the beach without any help from the surgeon's knife, Britain's image-conscious women are turning to ''boob-job bikinis'' to give an extra lift to their natural shape.
An unprecendented demand for a new gel-boosted range of swimwear from women has been reported by High Street store chain Debenhams.
According to Debenhams, the Red Herring boosting range has shown an 80 per cent increase in sales, compared to the two-pieces which rely on nature to fill them out, reports The Telegraph.
Debenhams senior swimwear buyer, Amanda Wain, said: "Recent research into women's lingerie shopping habits revealed that 45 per cent of all A to C cup bras sold are now ''enhancing'', indicating a great opportunity for swimwear manufacturers.
"With padded and push-up bras amongst the biggest growth areas in lingerie, we felt now was the perfect time to try these gel-filled bikini tops which give the same effect, however even we have been taken aback by the surge in demand.
"We heard that some customers have jokingly called it the "boob-job bikini" and it did occur to us that as many people are faced with a squeeze on their income maybe they are turning to this kind of beach-wear as an alternative to costly breast enlargement surgery."