It’s the most unlikely style shift seen in years, but women are now covering up their cleavage as men are letting it all hang out.
Men are taking style tips from seventies lotharios such as John Travolta in Saturday Night Fever, where as women are opting for a look more commonly associated with Catholic nuns this festive season.
Department store Debenhams asked customers, “how low do you go?” and found that 75 per cent of men now regularly wear their shirt with three buttons undone on a night out and 41 per cent of men will risk a four button to show their chests, also known as ‘he-vage’.
The trend is popular with boy bands The Wanted and JLS, as well as celebrities Simon Cowell, Peter Andre, Mark Wright and Tom Jones.
Research shows women are covering up their cleavage in favour of displaying other assets. 64 percent of women now regularly button up their blouses on a night out and 75 percent of women said they preferred to show legs over cleavage as they feel it looks sexier.
Debenhams has also seen a surge in sales of highly buttoned blouses and roll necks, with an increase of 33 per cent vs. last year.
Buttoned up babes include; Alexa Chung, Fearne Cotton and Caroline Flack who are all regularly pictured with their cleavage well hidden for nights on the town.
Ed Watson spokesperson for Debenhams says; “The lack of cleavage and rise of he-vage on display across the UK on a Saturday night is certainly not a look we would have predicted.”
“A low neckline on a man has exactly the same attention grabbing affect as it does on a woman. A slim, toned body is a must and, according to boy bands, a tan and a chest wax to match.”
“As the temperature drops it seems that ladies are for once the most sensible and wrapping up for Christmas parties”.
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