Plenty of Panache for special K-factor women

But while Katie Price’s surgically assisted pair are undoubtedly her greatest asset, many big busted women who owe it all to nature feel like their boobs are the bane of their lives.

Finding bras to fit is no fun when you’re a real-life Jordan.

Yet it’s a fact that British boobs are getting bigger, say booming Sheffield lingerie brand Panache - who are just about to swell their size range to a staggering K-cup.

But they need help with super-sizing their best-selling Superbra...

Taking it to the max is such a tall order, Panache, now one of the world’s leading lingerie names, need South Yorkshire super-girls to come to their rescue.

The appeal has gone out for K-cup women - plus those whose GG, H, HH, J and JJ assets will fit into the other sizes of the new Superbra - to come forward to test out the protoypes.

Their Superbra is already a big girl; it currently spans a D to G cup. But for many women, it’s simply not big enough, say Panache.

Having seen a sample of the K cup, it’s hard to believe that there are women who will fit into it.

But Panache’s marketing manager Steve Hazlehurst assures it is not like searching for the owner of the glass slipper. There ARE many forlorn Cinderellas out there who are having to cram their curves into too-tight, unsupportive bras that result in back pain and soreness, not to mention a lumpy, low-slung, Ugly Sister silhouette.

Since Panache started in business 25 years ago, the average bra size has gone up from a 34B to a 34E. And that’s only the tip of the iceberg.

“In 1982, the biggest cup size we made was a DD. But over the years, our development of the Superbra for sizes up to a G became the crux of the company. We need to take it right up to a K because our research tells us busts are so much bigger now.”

There are several reasons why we’re bursting out all over. And it’s not all down to the fact that obesity is becoming a national epidemic.Body shape is changing, particularly among younger women. A girl can be a size 10 or 12 everywhere else, but have the bust size of a 16 or 18, he says. The new Superbra K cup will go right down to a 28-inch back to accommodate the Jordanesque.

And while a rising number of women are resorting to cosmetic surgery to increase their size, Steve says far more are discovering that there's actually no need - they had a bigger bust all along.

"It's the Trinny and Susannah and How TO Look Good Naked effect," he explains. "Image programmes have raised women's awareness about the importance of properly fitting underwear and the need to get measured.

"There is still a huge number of women in the wrong sized bras out there. But a growing number are getting measured - and are very surprised to find they are a much bigger cup size than they thought."

Consequently Panache's super-girls appeal begins at a D (it's highly likely, says Steve, that they are actually a couple of sizes bigger than they think they are).

If newly-measured women are looking for anything up to a G cup, it's not too difficult. Particularly since Panache brought out Katie Price's first ever lingerie collection in autumn 2006 - in cups up to a G.

The former Page 3 turned mother of three had decided to launch a lingerie range for the woman with D-G curves after receiving hundreds of letters from women throughout the country asking where she bought her bras.

But if you're over a G cup, the problems start. If you manage to find the right size, the bra usually looks almost surgical; huge straps, dull colours and boring fabrics seem the only choice.

"There are only a couple of specialist manufacturers doing sizes up to a K but they are very difficult to track down," says Steve. "We want to develop a mass market range that women can find on the high street - and at a price they can afford."

Panache also hope to put a stop to the price discrimination bigger-busted women face.

"Why should they pay more when we sell all our bras, whatever their size, to retailers at the same price. It is the shops who decide to up the price as the size escalates, not us. And we don't think that's fair," says Steve.

The first of the super-sized Superbras is about to go into stores soon. But Panache couldn't find any local girls big enough to be wearer testers for it and had to rely on a pool of women garnered by on-line lingerie specialists Bravissimo.

The plan is to expand the range with a wide range styles and fabrics - but the company are pinning their hopes on first of all finding big bosoms that are home-grown.

"We know they are out there, we just can't find them. Having local women in our wearer trials makes everything so much easier for us. They can call in to our Sheffield headquarters for fittings and progress reports so we can work to get things right."

Panache already have a panel of women who test out their prototype models by wearing them daily. They range in age from 20 to 62 and from a 30AA upwards. While the company welcome more women of all sizes to come forward, it's the bigger girls they would dearly love to see.

Greasbrough 36-year-old Debbie Frost became a wearer-tester a couple of weeks ago. She discovered she had been a victim of mismeasurement. Panache told her she was a 38E just after she had parted with 30 in a popular chain store on a 38F that "felt comfortable but not supportive." Immediately she was in the right size, she noticed a massive improvement in her figure.

"I looked slimmer," said the mum of one. " I've always struggled to find nice bras that fit. And when I look at pictures of myself now I can see how droopy I looked."

Debbie has never been happy about her big bust - mainly because she could never find pretty bras.

"It's great to know I'm helping Panache to create them for other women."

In return for joining forces with Panache, all testers are given a gift of two free lingerie sets worth up to 40. Then they can expect a continual supply of bras... for free. For as long as you remain a Panache tester, you may never need to buy another bra.

Testers need to make an appointment for a fitting at Panache's city centre HQ and call in every few months for refits (you're paid 5 expenses each time). Bras are sent out through the post, along with questionnaires about their comfort, style, support, wear and washability.

you want to take part in Panache wearer trials, call design assistant Stephanie Thompson on 0114 2418863.Factfile

Founded 25 years ago by Anthony Power, a former chief executive with Playtex, Panache is celebrating its silver anniversary this year.

One of the world's fastest growing lingerie companies, its own ranges and those it makes for major high street brands are renowned for their quality of fit and design.

The company is now headed by MD John Power and has offices on New York's Madison Avenue and in Hong Kong.

While manufacture is done in Morocco and the Far East, the design and the technology is done from its base on Commercial Street, Sheffield - just down the road from Primark.

Its ranges also include the gel-filled Atlantis bra which enhances smaller cup sizes.

The company recently won the Queen's Award For Enterprise in international trade and the UK Fashion Export Award three times

Panache bras are now sold in 25 countries and in the UK are stocked at House of Fraser, John Lewis, Debenhams and online lingerie specialists Bravissimo and Figleaves plus mail order specialists Grattans and Freemans.