They have long been celebrated by television viewers across the nation. And now, Holly Willoughby's breasts are to be honoured with an official title: Best Celebrity Cleavage.
The honour was bestowed upon the This Morning presenter thanks to a poll of 1,000 women, who chose to inaugurate the blonde star into the Wonderbra Cleavage Hall of Fame in first place.
The mother-of two was closely followed in the Hall of Fame list by curvy Hollywood actress Scarlett Johansson and new mother Beyonce.
It's official: Holly Willoughby's cleavage was judged to be the best in the world in a poll of 1,000 women carried out by Wonderbra
No detail was spared when the women examined poor Holly's chest. All factors were taken into consideration, including the perkiness of her breasts, how close they sit together and, of course, their size
And the rest who made the Cleavage Hall of Fame...
U.S. actress Scarlett Johansson was placed second in the top ten cleavage Hall of Fame, while new mother Beyonce, right, came third
Singer Rihanna and Marilyn Monroe made 4th and 5th position on the Hall of Fame list respectively
Burlesque artist Dita von Teese (left) pours out of her dress, while Katy Perry also reveals her ample cleavage
Blonde bombshell Brigitte Bardot looks perky as she poses for the paparazzi. She came in at number 8 on the list
In at no. 9, reality television personality Kim Kardashian leaves little to the imagination... while tenth place goes to Mrs David Walliams, Lara Stone
Wonderbra conducted the survey to celebrate National Cleavage Day, which is to be held around the world today.
The bra firm unveiled a gallery of photographs - the Cleavage Hall of Fame - at its UK headquarters, showing the top ten in all their glory.
Holly, 31, came out top thanks to the fact that she has all the elements required to make the perfect cleavage, the survey revealed.
Best breasts: Wonderbra unveiled a Cleavage Hall of Fame at their UK headquarters in honour of National Cleavage Day today
No detail was spared when the women examined poor Holly's chest. All factors were taken into consideration, including the perkiness of her breasts, how close they sit together and, of course, their size.
Elsewhere, Rihanna, Marilyn Monroe, Dita von Teese, Katy Perry, Brigitte Bardot, Kim Kardashian and Lara Stone were all highly commended for their impressive cleavage.
WONDERBRA'S CELEBRITY CLEAVAGE HALL OF FAME
1. Holly Willoughby
2. Scarlett Johansson
3. Beyonce
4. Rihanna
5. Marilyn Monroe
6. Dita Von Teese
7. Katy Perry
8. Brigitte Bardot
9. Kim Kardashian
10. Lara Stone
It wasn't only about impressive boobs.
The research also investigated women's attitudes to cleavage and revealed that two thirds of British women are happy to show off their cleavage as it makes them feel feminine and sexy, and gives them more confidence.
Half of those questioned admitted to using their cleavage as a secret weapon - whether it be to get served sooner at the bar, to make a lasting impression on a first date, or even to get out of a parking or speeding ticket.
Wonderbra spokesman Martina Alexander said, 'We are thrilled that British beauty Holly Willoughby fought off such strong competition to become the first celebrity to be inducted in to the Wonderbra Cleavage Hall of Fame.
'Wonderbra is proud to be the original cleavage creator and what better excuse for women to celebrate their curves than today, National Cleavage Day.'
Women take to the streets to celebrate the re-opening of the Ann Summers Wardour Street in its central London store and National Cleavage Day
Wonderbra's research revealed that two thirds of British women are happy to show off their cleavage as it makes them feel feminine and sexy, and gives them more confidence
How to make the most of your cleavage
To help you celebrate National Cleavage Day, Wonderbra has compiled the following top tips...
- Inject some lace: Lace and fabric trims are perfect to draw attention to areas where you want it. Spice up a plain outfit by using patterned and textured underwear that only you know about…..for now at least!
- Make sure your bra is the perfect fit: When you’re browsing for a boob-boosting bra, ask to be measured by a professional fitter. Your bra should sit flat to your chest bone so that the support comes from the bra not your straps, therefore making the most of your assets while being comfortable at the same time.
- For extra oomph: National Cleavage Day only happens once a year, so why not go all out! Wear a Wonderbra with adjustable straps and cross them over at the back – extra oomph is guaranteed.
- Give your skin a bit of a boost: Exfoliate head to toe, fake tan if you feel in need of some colour and add body shimmer to areas you want to highlight for extra va-vavoom.
- Feel confident: Ultimately choose a style that you feel comfortable.
Half of those questioned admitted to using their cleavage as a secret weapon - whether it be to get served sooner at the bar, to make a lasting impression on a first date, or even to get out of a parking or speeding ticket
