Marks & Spencer's sexy Bridget Jones pants a hit as 5,000 pairs are sold – making them the store's fastest selling new fashion style
14:42 GMT, 23 March 2012
M&S: Bringing an end to shapewear shame for women everywhere with their popular Flatter Me line
Say what you like about Marks & Spencer, but there's no denying they know their knickers.
The high street store's newly launched Flatter Me shapewear knickers – dubbed the sexy Bridget Jones pants – have hit the big time, selling more than 5,000 pairs in under six weeks, making them the fastest selling new fashion knicker at the store.
They have sold quicker than the store's extraordinarily successful boy short style, and even the brief. In underwear terms, that's no smalls achievement.
The knickers, which are available in the trendy Brazilian cut as well as high-waisted briefs – are designed with built-in light control panels to help smooth out the problem tummy area, and have broad lace trim instead of regular elastic to eradicate the notion of the dreaded visible panty line.
With the juicy range of colours available (raspberry, lavender and pale pink complement the usual black and nude) and the pretty detail, these are as far from the usual image of frumpy shapewear as it gets – they have transforming the pull-me-in pant from grotesque to glam.
And it looks as though it is just what the shopper ordered, as the knickers can hardly be restocked fast enough.
The collection of Flatter Me bras that match the knickers was launched last summer and has flown steadily off the shelves ever since, with 40,000 sold to date.
The bras have a number of design details that battle body issues, with deep 'shaping wings' that hold in those problem 'bulge' areas that
occur around the top and bottom of the bra.
Such success signals that such style solutions that are practical, but executed with flair, are the future of shapewear.
Hot cakes: 5,000 pairs of Flatter Me knickers – with their VPL-free design and light control tummy panel – have been sold since they went on sale six weeks ago, making these the fastest selling fashion knicker of all time at M&S
Soozie Jenkinson, head of lingerie
design at M&S said at the launch that there was a 'quiet revolution
going on in the world of unmentionables.'
'Shaping underwear is
getting gorgeous,' she said. 'When women told us that they loved our
knickers, but they also wanted to wear shapewear every day under their jeans, not just on special occasions, we developed
our fabulous Flatter Me knickers.'
'They can be worn for extra support and body confidence every day. Women have told us they are not ashamed to unveil them. They are really comfortable and have the shaping factors women are after – but they're flattering and really feminine too.
'We are so thrilled that so many people like them. They are flying out of our stores and online and we're already looking to develop further collections to flatter women's figures.'
Ms Jenkinson said the Flatter Me knickers combined no-VPL
special fabrics and laces developed to smooth out all those
lumps and bumps, together with some of the store's most popular everyday
such as the 'cheeky Brazilian' to create the range, which
with remarkable foresight she predicted would be 'soon to be favourite
It looks like in a matter of just a few short weeks, that moment is already here.
Clever cut: M&S Flatter Me lingerie banishes
unsightly back fat with extra wide bra straps and lace edging that
Hi tech: M&S's 'ingeniously engineered' bra has sold in the region of 40,000 since going on sale last summer