Despite the recent trend amongst celebrities for down-sizing their assets, Victoria Beckham and Jordan being case in point, it seems there is still a need for a little enhancement when it comes to baring all on the beach.

For SS 09, Debenhams has been trialling a small range of gel-filled bikinis designed to give women with a smaller chest a bit of a boost for the beach, and with an 80% sell-through already, it's clear demand is BIG.

Ongoing customer research at leading fashion retailer, Debenhams, reveals that 8 in 10 women now expect their swimwear to work as hard, if not harder than their bras on support and shape as well as comfort and design. The department store's bra fitting service has also reported unprecedented demand for swimwear specific appointments, suggesting women are also taking more time in making the seasonal purchase of the year.

Says Amanda Wain, "Where women used to be motivated by minimising ‘white-bits', awareness about the dangers of sun-exposure means that consumers are prioritising flattering their body shape over flawless tans - even Victoria Beckham is embracing a paler colour. Although our swimwear range accommodates sizes A to G, we felt there was an opportunity to offer our customers a bikini that has the same enhancing effects as lingerie."

Amanda Wain continues, "Research into women's lingerie shopping habits revealed that 45% of all A to C cup bras sold are now ‘enhancing', indicating real demand and therefore great opportunity for swimwear. With padded and push-up bras amongst the biggest growth areas in lingerie, it is no surprise that this new introduction of gel-filled bikini tops has been a roaring success."

With very few options for enhancing bikini tops on the high street and only a few more online, Debenhams is confident that the expanded range will establish the store as a destination shop for this type of product.

Pictured - Red Herring green tie side bikini - top £16, bottoms £6.50 available from Debenhams.