How Athleisure herald the Death of the Push-up Bra

London - Even though the first push-up bra, also known as the Wonderbra, didn't hit the international market until 1964, it seems as if the sensual padded bra has met an untimely death this year. British Vogue already declared that cleavage was ‘officially’ out of fashion last winter, as women across the globe seem to favour a softer, more natural breast shape in lieu of highly rounded pressed together bosoms. In order to achieve this more natural look, consumers have been seeking out more comfortable, functional bra styles - like sports bras, bralettes, and triangle bras.