"We believe the growth in popularity of bralettes is reflective of a broader shift in the consumers' mindset, particularly among younger consumers, which are increasingly rejecting traditional beauty standards in favor of more natural, attainable looks," Konik told investors.
The analyst pointed to a decline in breast augmentations as one example of consumers' changing tastes. Roughly 279,000 American women went under the knife in 2015, down from nearly 331,000 three years earlier. It was the third consecutive year that number had fallen.
https://www.yahoo.com/finance/news/breast-augmentation-surgery-free-fall-165213454.html