Welcome to National Cleavage Day

While most holidays are designed to forcibly part a fool and his money — at least one gives men a valid excuse to stare.

Holly Willoughby and Dita Von Teese (pictured)? Never heard of them.

National Cleavage Day, a creation of bra maker Wonderbra, certainly achieved that objective Friday when a volary of underclothed ladies took to the streets of London.

Anita Meiring, public relations consultant for Wonderbra, has said the annual event gives “women a chance to be beautiful and glow in the furtive, yet appreciative, glances their cleavage evokes from men.”

It’s not just about eye candy, however. The annual celebration got its start in 2002 in South Africa as a way to help those suffering from leukemia and other life-threatening blood diseases.

Wonderbra also released the findings of a highly scientific survey to identify the initial inhabitants of its “Celebrity Cleavage Hall of Fame” and somehow Mad Men’s Christina Hendricks did not win, place or even show up.

Here’s the bra maker’s Top 10 list, as chosen by British folks who don’t watch AMC.

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