London, Feb 21 (ANI): Marks and Spencer, a high street chain, has unveiled its new range of "secret slimming" pants.
The underwear, responsible for flattening stomachs and shaving inches from hips and thighs, has traditionally been made of thick and rather unattractive material.
The sales of the pants, favoured by Bridget Jones, have jumped 12 percent in just two years at M and S, with stores such as Debenhams seeing even bigger rises.
So Marks and Spencer have overhauled the design - and claim their 'secret slimming' range is so flattering that women will now be proud to show it off to the men in their lives.
"When Bridget Jones was wearing big control pants ten years ago, women tended to buy them only for a special occasion," the Daily Mail quoted Paschal Little, head of innovation and quality for lingerie and beauty at M and S as saying.
"Perhaps a woman had bought a new figure hugging dress and wanted to make sure she looked her best in it and was prepared to sacrifice pretty underwear in the process.
"But since then things have changed. Garments have become less functional, no longer just for special occasions, and instead have evolved into smoother, flattering shape wear that women can feel attractive wearing.
"This year Kate Middleton has had a big influence on women's fashion, which is more feminine, with a softer silhouette, as found in body-skimming blouses and dresses," Little said.
The underwear range is made of lightweight micro-fibre material, which claims to banish VPL and boost comfort.
The pants come in a range of styles in both black and nude, with prices per piece starting at 10 pounds.
"They smooth out those lumps and bumps, giving women a little helping hand and confidence, yet are so comfortable women can wear them every day," Little added. (ANI)
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