Sainsbury's launch super-butt jeans with built-in support that claims to give shoppers the best possible bottom
17:38 GMT, 4 April 2012
Butt-lift: Secret support jeans at Sainbsury's
A good pair of jeans can make or break an outfit.
The wrong pair will add pounds, while the right pair will have an astounding slimming effect.
Now Sainsbury's think they have come up with the perfect pair – in the shape of their newly launched Miracle Jeans.
They're calling the development the 'latest innovation in shapewear' – thanks to the fact the denim of the jeans has been specially woven to give a shaping and uplifting effect.
The in-built secret support is said to instantly flatten the tummy, lift and shape the bottom and smooth out curves.
'Every woman wants to feel confident, stylish and positive about her body, without breaking the bank,' Sainsbury's said of the new line of jeans, adding that the styles were 'flying off the rails around the country.
The jeans came about thanks to research by TU that revealed one in three women rate their bottom as the least favourite part of their body, while 55 per cent say they feel most insecure about their tummies.
TU found that a growing number of women were using shapewear on a regular basis, with 53,000 saying they wear shapewear at least once a week, and almost half the nation's size 10 women admitting they wear shapewear on a daily basis to create a smoother silhouette under their clothes.
A third of all those questioned in a
survey of 2,000 women carried out by the store admitted they would
rather use shapewear than diet ahead of a big event.
Insecurities: One in three women said they hate their bottoms, while 55 per cent feel bad about their tummies
A third of women wear shapewear on a date, while 58 per cent pull on their slimming pants when they're preparing for a party.
But the combination of restrictive shapewear and jeans can make for an uncomfortable, hot experience.
They say their Secret Support Jeans combat both issues of body insecurity and comfort, providing everyday shapewear solutions combined with a pair of jeans.
The jeans are on sale at selected Sainsbury's stores now, priced 25.