Marks and Spencer launch "Flatter Me" control pants and say goodbye, Bridget Jones effect

Goodbye, Bridget Jones effect: M&S launch new 'Flatter Me' control pants… that are attractive to look at

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UPDATED:

18:39 GMT, 12 March 2012

M&S: Bringing an end to shapewear shame for women everywhere

M&S: Bringing an end to shapewear shame for women everywhere

They are miracle makers relied upon by countless women across the globe – but no one would ever accuse control pants of being sexy.

Until now. With their Flatter Me briefs, Marks & Spencer have transformed the pull-me-in pant from grotesque to glam.

No longer something to be whipped off and kicked under the bed while your beloved brushes his teeth, these bodyshaping beauties are out and proud.

In myriad different colours – not
just that unsightly flesh colour (although as a necessary evil it is certainly available) – the Flatter Me collection disproves the foolish old adage form and function are mutually exclusive.

Macaroon hues of raspberry, lavender and a pale pink complement essential black and nude tones. d flesh hue.

The knickers – in an attractive Brazilian cut – are high cut, incorporating a panel that provides light control for the tummy.

Visible
panty lines are avoided thanks to the fact that the knickers have a
soft lace trim that sits gently on the body, rather than cutting in
unpleasantly.

There's a collection of bras too, which have a number of design details that battle body issues.

Bras
have deep 'shaping wings' that hold in those problem 'bulge' areas that
occur around the top and bottom of the bra. Straps are cut on the wide
side for added comfort – and to reduce the angry red lines that are
created with narrow bra straps.

Soozie Jenkinson, head of lingerie design at M&S said the knickers were created to give women 'a little bit of extra body confidence every day.'

'I believe that there is a quiet revolution going on in the world of unmentionables,' she said. 'Shaping underwear is getting gorgeous.

'When women told us that they loved our knickers, but they also wanted to wear shapewear everyday, we developed our fabulous Flatter Me knickers.

Brazilian high cut knickers with lightly controlling tummy panel

Brazilian high cut knickers with lightly controlling tummy panel

Brazilian high cut knickers with lightly controlling tummy panel

The high-waisted knickers have a lightly controlling tummy panel that holds in the stomach for a smoother silhouette

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Clever cut: M&S Flatter Me lingerie banishes unsightly back fat with extra wide bra straps and lace edging that reduces pressure

Clever cut: M&S Flatter Me lingerie banishes
unsightly back fat with extra wide bra straps and lace edging that
reduces pressure

Hi tech: M&S say their bra is 'ingeniously engineered'

Hi tech: M&S say their bra is 'ingeniously engineered'