Men asked for 4,298 procedures last year, with a 15 per cent increase in abdominoplasty, according to the British Association of Aesthetic Plastic Surgeons (BAAPS). Nose jobs were the most popular treatments for men, with 1,043 carried out last year – a 5 per cent rise. The number of male breast reductions rose by 7 per cent.

Billy Brandham, 21, from Luton, had his breasts reduced recently –paying part of the £2,000 fee from his student loan. “For nearly a year I had played football and worked relentlessly on an American body-sculpting programme called P90X. It started to get really embarrassing. I wasn’t able to wear a T-shirt without people noticing.

“People haven’t noticed the changes much. I think it was just a ‘me’ thing – something I had to do. Something I had to do to feel better.”

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