In the 2010s and early 2020s, bralettes and soft bras started gaining in popularity, at the expense of underwired and padded bras.[4][5] At the same time popularity of brands like Victoria's Secret decreased significantly.[6] In 2017, the sales of cleavage-boosting bras fell by 45% while, at Marks & Spencer, sales of wireless bras grew by 40%.[7] Some have attributed the rising popularity of bralettes to a new focus on the "athletic body, health and wellbeing", more than "about the male gaze,"[8] while others suggest a connection to the #MeToo movement.[6]