National Cleavage Day (abbreviated NCD)[1] was an annual celebration held in South Africa, sponsored by the brassiere marketer Wonderbra.
Samantha Paterson, a brand manager for Wonderbra, said that National Cleavage Day was started as a way to solemnise women's independence and power in all facets of life, from their careers to their relationships to their own destiny.
[8] The celebration of the NCD in 2006 started early in the morning of 7 April when women showing their cleavages in Edgars, Foschini Group and Truworths at La Lucia Mall, Gateway Shopping Centre and the Pavilion handed out free copies of Cosmopolitan magazine to customers.
"[5] References to National Cleavage Day, observed annually in March or April, were occasionally noted internationally as trending on Twitter.
[10] Siqwana-Ndulo, provincial gender commissioner in Eastern Cape, condemned the celebrations, warning women not to be involved in the National Cleavage Day.