Shapewear CAN be sexy, say Debenhams - as they launch a lacy, bow-trimmed collection of control pants that will give dowdy Bridget Joneses a boost
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The days when a pair of high-waisted beige granny pants was the only option for girls needing a bit of secret assistance on a night out are long gone.
Shapewear has taken on a whole new identity - and proof of just how alluring it is to women comes from Debenhams, who report that over the past five years, sales of control pants have soared by 200 per cent.
In response to shoppers who were keen for shapewear they would not be ashamed to reveal at the end of a particularly successful night out, Debenhams have designed a collection of what they call sexy shapewear - with a glamorous aesthetic a million miles away from the norm.
Not a beige big pant in sight! Debenhams' sexy shapewear means women can hide lumps and bumps - but don't need to hide their lingerie
Nowadays shapewear is a must-have component of the modern female’s everyday wardrobe so it needs to be both fashionable and functional, they say.
So it's out with the big ugly pants and uncomfortable, and hello to a range of undergarments designed to help smooth out lumps and bumps and lend the wearer a slimmer silhouette.
The new range, launching in both stores and onto the Debenhams website, will provide shoppers with practical pants, bodyshapers, slips and shaping tights that don't compromise on style.
Features will include detailed lace and pretty patterns – materials not usually associated with shapewear - and the products will be available in a range of colours, including black and midnight blue, rather than the customary 50 shades of beige.
Features will include detailed lace and pretty patterns – materials not usually associated with shapewear - and the products will be available in a range of colours, including black and midnight blue, rather than the customary 50 shades of beige.
Debenhams’ head of lingerie buying and design Sharon Webb commented: 'Finally the image of Bridget Jones in her big pants can be banished from our minds.
Smoothing: The idea is that the underwear will give a slimmer silhouette, but women won't be left embarrassed by the shapewear
The body, £36
The all-in-one by Ted Baker, £35
The Presence basque, £28.50
'Instead, the words sexy, stylish and slimming can go together in harmony. It’s a shame that the shapewear will be hidden because it looks amazing.'
'Rochelle from The Saturday, Beyoncé, Jessica Alba, Eva Longoria, Kourtney Kardashian and Adele have all openly talked about wearing shapewear. Gone are the days where shapewear is regarded as a faux pas.
BIG PANTS: SHAPING WOMEN FOR CENTURIES
Control garments can boast an extraordinarily long history.
During the 1550s the wife on King Henry II, Catherine de Medici, enforced a ban on thick waists in court.
Thanks to her stringent style edict, she has gone down in legend as one of the main forces behind making corsetry a trend.
'Some of our customers have admitted to being embarrassed about the idea of wearing shapewear.
'But it’s common knowledge now that most celebrities wear shapewear, so people are much more confident about perusing the ranges in store.
'Once they see the products they seem shocked that they can actually find flattering shapewear.
'Nowadays you can pick up a pair of control pants that, believe it or not, will feel great and look sexy too, resulting in a huge confidence boost.'
And thankfully the new sexy shapewear is equipped with the latest innovative materials so you can look noticeably slimmer without cutting off your blood circulation.
Along with the new range, which Debenhams say is made from the 'latest innovative materials' to prevent the garments cutting off circulation, the store has also launched a dedicated service where customers can receive expert advice from trained shapewear specialists on exactly what to wear under their party outfit.
Along with the new range, which Debenhams say is made from the 'latest innovative materials' to prevent the garments cutting off circulation, the store has also launched a dedicated service where customers can receive expert advice from trained shapewear specialists on exactly what to wear under their party outfit.
Shapewear prices start from £10 to £89. Debenhams is currently offering 20 per cent off selected lines of shapewear until 9 November.
Read more: http://www.dailymail.co.uk/femail/article-2229288/Shapewear-CAN-sexy-say-Debenhams-launch-lacy-bow-trimmed-collection-control-pants-wannabe-Bridgets-boost.html#ixzz2BZWDE0K4
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