The high-tech 'extreme' corsets made of avalanche safety netting, F1 car seats and scuba suit material that are helping hold in the UK's top TV stars
14:49 GMT, 12 November 2012
The pressure to maintain a perfect figure has driven women to embrace a trend previously reserved for period dramas: the corset.
The old-fashioned one-time wardrobe staple is still the simplest way to achieve a smaller waist and stomach while creating curves where they are needed.
And the latest brand cashing in on this season's hourglass trend is the Oh My Corset! company which uses the same material used in the construction of Formula one cars, scuba material and even mesh that holds back avalanches on the mountains to make its super-strength corsets.
No wonder it already has a host of famous fans.
The latest range of corsets by Italian brand Oh My Corset! is rumoured to be loved by famous TV stars and use F1 seating technology to provide stretch and shape
The design, usually reserved for period dramas, is back with a bang as women become desperate to flaunt their curves in the best way
Oh My Corset! is an Italian brand that was born from the idea of
reinventing the old corset into a modern one using high-tech fabrics.
F1 seat fabric is a favourite due to its ability to stretch, breath and its malleability.
The corsets, which range from 325 to
940 and are available in Paris and London boutiques, combine the modern fabrics with detailing and materials
originating from traditional Italian
couture like silk, satin, wool yarns, pearlage embroideries, crystals
and glass stones.
All the corsets are assembled in a factory in Piedmont, one of the only two remaining specialists working in Italy.
They use old machinery, which upholds the traditional craftsmanship and helps keep this tradition alive, but the modern fabrics plus the company's one size-fits-all approach means less labour, less travel and therefore a more sustainable product that doesn't take months to make.
The aim is to create a product that works hard and still keeps the wearer comfortable – no more breathing in required.
There are also corset dresses, this design is 700
This demure dress hides its shape-wear well and costs 500
This stylish evening dress with in-built corset is 600
The celebrities that make corsets sexy: Myleene Klass and Miranda Kerr put the glamour back into corsets