Bye, Side Boobs and Underboobs—2018's "Boob" Trend Is Coming

Throughout history, boob-related trends have really been through the mill: We’ve had heaving bosoms in restrictive empire-line Regency gowns, a desire to flatten them down for flappers, conical bras to channel Madonna, and most recently an epidemic of underboobage, a reverse of '90s cleavage, if you will. This crop top–baring phenomenon appeared to take over the celebrity circuit in 2017—if social media won't #freethenipple, it certainly doesn't appear to mind the surrounding parts of a woman's anatomy—weird.

And so with a new season on the horizon and side boob, underboob, no-bra boobs and the many other breast-related fashions done and dusted, what is next for our bosoms? Well, it looks like you're going to see a lot of potential peekaboobs, as I'm calling them. It’s all down to designers creating these softly structured dresses that cup the breasts and hold the waist, only you’ll usually find one shoulder or arm slouched off for a dishevelled look—like a bustier but more akin to Victorian underpinnings than anything full-on from the '80s. It may not catch on in your office, or even on your nights out, but you might not be surprised to know certain A-listers are already on track to make it a thing in 2018. Emily Ratajkowski—a girl who doesn’t shy away from risqué—has, of course, been one of the ringleaders thus far. No paparazzi oops moments yet, so perhaps this isn’t as precarious as it looks. And, well, at least you don’t have to feel like insanely perky boobs are prerequisite for this one—a little boning and forestry go a long way.

Scroll down to see the designers doing the look on the runway, as well as the celebs who have adopted the bustier trend already.

On the Runway


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Brock Collection S/S 18


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Alexander McQueen S/S 18


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Loewe S/S 18


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Preen by Thornton Bregazzi S/S 18


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Au Jour le Jour S/S 18


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Dior S/S 18

On Celebrities and Influencers


(Image credit: Instagram/@emrata)

On Emily Ratajkowski: Brock Collection dress


(Image credit: Instagram/@hoskelsa)

On Elsa Hosk: Monse trousers; Dior bag


(Image credit: Instagram/@theashleygraham)

Style Notes: Ashley Graham takes the idea to the next level with a corset belt.


(Image credit: Instagram/@romeestrijd)

Style Notes: Romee Strijd wears her bustier top with tonal cargo pants, ankle boots and a medallion necklace behind the scenes at work.


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On Margot Robbie: Brock Collection dress


(Image credit: Instagram/@beyonce)

On Beyoncé: Attico top; Zimmermann shorts; Parme Marin bag; DSquared2 shoes


(Image credit: Instagram/@pandorasykes)

On Pandora Sykes: Orseund Iris top

Next up, see our team's shopping picks for the week.

Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.