Women undergoing breast surgery are setting a trend for smaller and less conspicuous breasts.
This has been borne out by a survey by the Harley Medical Group, which reveals that 75 per cent of those women who have opted to go under the knife in the past six months are choosing to increase their busts by just one or two cup sizes.
Acquiring smaller breasts has also increased in popularity, with the group's 26 clinics experiencing an almost eight per cent rise in breast reduction surgery.
Mr Riccardo Frati, surgeon for The Harley Medical Group, commented: "Many women feel over-sized breasts dominate their appearance, some find it makes exercising very difficult and in extreme cases large breasts can cause physical discomfort including backache, neck pain and poor posture.
A breast reduction will take away excess tissue, fat and skin to give smaller, better proportioned breasts."
Liz Dale, director at The Harley Medical Group, added that the past year has seen women opting for more modest breast enlargement surgery, preferring a C or D cup.
Ulrika Jonsson recently opted for breast reduction surgery, down-sizing from a 34L to a 34C.