Push-up bras designed to accentuate the bust have returned to fashion, according to editors at fashion and lifestyle publication The Cut, who published a report on the trend on their website.
The undergarments, which previously enjoyed peak popularity during the Y2K aesthetic era of the late 1990s and early 2000s, have re-emerged as a key trend across high-fashion runways, celebrity styling, and retail lingerie collections.
High-fashion houses Balenciaga and Miu Miu both presented push-up underwear in their spring-summer collection runway shows. The decision by Paris-based Balenciaga and Milanese label Miu Miu to highlight push-up silhouettes marks a visible pivot in luxury design, where minimalist and unlined bralettes had held sway in recent years.
Global celebrities have also actively stepped out in push-up bras featuring deep necklines at high-profile events. American singer and actress Olivia Rodrigo wore a push-up bra at the Coachella music festival in California, while Swedish pop artist Zara Larsson showcased the look on stage during her Midnight Sun tour. American singer Sabrina Carpenter has similarly adopted the enhancing style in recent public appearances.
Commercial sales and retail collections
The revival is supported by retail performance metrics across major intimates brands. According to commercial statistics released by Victoria's Secret, a steady growth in the popularity of push-up bras has been recorded since 2024.
Adam Selman, an American fashion designer and the creative director of Victoria's Secret, stated that full cleavage is once again back in fashion. In addition to traditional retail lines, cleavage-enhancing underwear has also been developed within collections from Kim Kardashian's shapewear brand Skims and Rihanna's Savage x Fenty lingerie label.
Shifting lingerie industry trends
The push-up revival coincides with broader movements in women's innerwear identified by style journalists. Earlier in August, editors at Vogue magazine assessed top underwear trends, concluding that mesh and sheer styles are currently among the leading choices for consumers.
Fashion historians and industry analysts note that style trends frequently operate on two-decade cycles, making early-2000s apparel choices relevant for contemporary audiences. The return of padded push-up bras underscores a growing consumer preference for structured, dramatic silhouettes in modern fashion.
