Forget the cleavage – it's all about the HE-vage now as more men bare their chests while women cover up (and we can thank The Wanted and Simon Cowell for this trend)
Debenhams say 75% of men unbutton their shirts to reveal chest for big nights outWomen now choosing to cover up cleavage in favour of revealing their legs
12:23 GMT, 14 November 2012
Get ready to suffer from a dose of Night Fever because the John Travolta look is back, warns a new study.
A reported three quarters of men are now opting to show off their chests – and accompanying chest rugs – on nights out.
Taking style tips from boy bands like JLS and The Wanted, 75 per cent of men say they regularly wear their shirt with three buttons undone when out on the town with friends, department store Debenhams found.
And 41 per cent of men will go as far as to risk going four buttons down to show off their so-called 'he-vage' – a daring look known in the upper echelons of this style set's members as the deep-V.
Rug rats: British boy band The Wanted are some young adopters of the so-called he-vage trend, often spotted with their shirts buttoned down – even at smart red carpet events
Nice he-vage! Simon Cowell's luxuriant rug has won him countless column inches over the years – but how many buttons is too many RIGHT: A hair-free Peter Andre lets it all hang out on a night out in London recently
Chest rug revealing role models Simon Cowell, Tom Jones, Peter Andre and TOWIE's Mark Wright are frequent adopters of the 'he-vage' look.
In contrast, women are covering up their
cleavage in favour of more modest styles that button up to the neck.
A total of 64 per cent of women told Debenhams that they now regularly button up their blouses on a night out/
Three quarters of those surveyed insisted they would rather show legs over cleavage as they feel it looks sexier.
Demure: From left, Alexa Chung, Victoria Beckham and Kristen Stewart prefer to flash a shapely pair of pins over revealing their cleavage
Sales at the department store support the survey, with Debenhams reporting a surge in sales of high buttoned blouses and roll necks – an increase of 33 per cent compared to last year.
Women setting the trend for the buttoned-up look include Alexa Chung, Fearne Cotton and Caroline Flack, who are all regularly pictured with their cleavage well-hidden for nights on the town.
Other girl celebrities buttoning up include Kristen Stewart, Leighton Meester, Pippa Middleton and Victoria Beckham.
Ed Watson, spokesperson for Debenhams, said: 'The lack of cleavage and rise of he-vage on display across the UK on a Saturday night is certainly not a look we would have predicted.'
WHAT DO THE LADIES MAKE OF THE HE-VAGE
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Didi Gentile, stylist, 32, Richmond: 'I love a guy who can rock a deep-V. If they've got the chest hair (yes, I am a fan, on the right guy) and the charisma to pull it off, it's really sexy. Just be sure to say no to the medallion.'
Marta Delauney, 30, writer, Hackney: 'Disgusting. It makes me feel sick. Especially when men wear a V-neck sweater with no shirt. It makes me want to go and hurl. On a shirt, two buttons is just about OK. Three is a step too far.'
Lizzie Singleton, London, 26, Press Officer from London: 'I’m much more of a fan of the buttoned up look on guys. Slim fit is good if
they have the physique to match. 'It’s my pet hate when a man’s top is so low
you can see his belly button'
Vicky Hewitt, 25, PR, London: 'If you’re a man with a
good chest then be proud to flaunt it. However, don’t go too low and if you
have Chewbacca chest hair then
it’s not the right look for you.'
Elena Antoniou, Senior PR Manager, London: 'Depends if
their chest is hairy or not! It it is, there's definitely a case for less is more.'