These are no ordinary slimming pants, they're new M&S 'Secret Slimming' pants: High street chain unveils its new range
For years, they have been a woman’s secret weapon – and kept secret at all costs.
But at long last, the notoriously unappealing control pants have had a makeover.
The underwear, responsible for flattening stomachs and shaving inches from hips and thighs, has traditionally been made of thick and rather unattractive material.
Marks & Spencer claim their 'Secret slimming' range is so flattering that women will now be proud to show it off to the men in their lives
Yet sales of the pants, favoured by Bridget Jones, have jumped 12 per cent in just two years at M&S, with stores such as Debenhams seeing even bigger rises.
So Marks & 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.
Paschal Little, head of innovation and quality for lingerie and beauty at M&S, said: ‘When Bridget Jones was wearing big control pants ten years ago, women tended to buy them only for a special occasion.
Selling well: Marks & Spencer Secret Slimming pants
‘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.’
As seen on TV: The famous Bridget Jones pants
The M&S 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.
Mr Little added: ‘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.’
Most women’s stores have seen a big rise in popularity of control pants in recent months.
According to Debenhams, sales of their slimming range have rocketed since January last year, with their nude high leg brief selling 211 per cent more than the previous 12 months.
The knickers claim to shave as much as an inch off a woman’s waist and thighs.
Michelle Dowdall from Debenhams said January was a particularly busy month for control underwear sales, as many women use the garments to hide the fact they have put on a few pounds over the Christmas holiday.