Marks & Spencer's executive chairman Sir Stuart Rose has shocked and delighted big-breasted women by declaring an end to the £2 surcharge on bras sized DD and up. No one expected the high street giant to back down following Beckie Williams' Busts 4 Justice campaign but, faced with the prospect of a store boycott, they've had to eat humble pie. Sir Stuart Rose said, "We always try to do the right thing by our customers and we thought we had, but it's clear we've got it wrong this time. From Saturday, no matter whether it's large or small bras you need, the price will be the same, with the same level of great support." M&S have been admirably swift to bow to their customer's demands, realising this is not the time to be biting the hands that feed them, and equally swift to turn the whole affair into a big marketing opportunity by offering shoppers 25% off all bras for the next fortnight. However, with Sir Stuart starting this whole debacle by stating that there was no way they could cut the cost of larger bras because of all the extra fabric and engineering required, the more cynical among us will be watching to see if the price of M&S' smaller bras creeps up over the next year or so to redress the balance.
Watch Fashion Director Belinda White discuss this story on BBC News (2mins 40secs)
