More men baring chests in 'he-vage' trend as women cover up
Three quarters of men are now opting to show off their chests - and accompanying chest rugs - on nights out, a new survey has revealed.
Taking style tips from boy bands like JLS and The Wanted, 75 percent of men said that they regularly wear their shirt with three buttons undone when out on the town with friends, department store Debenhams found.
And 41 percent 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, the Daily Mail reported.
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 percent of women told Debenhams that they now regularly button up their blouses on a night out.
Three quarters of those surveyed insisted that they would rather show legs over cleavage as they feel it looks sexier.
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 percent 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.
"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," Ed Watson, spokesperson for Debenhams, said.