Pepper caters specifically to small chests — in this case, by offering exclusively AA, A, and B cups. The All You bra is a best seller for the brand, featuring a plunging cut with demilike cups.

Over 21 million M&S bras are sold every year, with one in three British women owning one – and for adolescent girls in search of their first AA-cup, a mum-escorted trip to “get measured” at ...