Men across the country are snapping up women’s lingerie, with control panels that pulls their partner in the right places selling at record levels according to Debenhams - making shapewear the unlikely must-have gift for Valentine’s Day.
So strong is the trend that sales at the department store have been boosted by 120% when compared to the same sales period last year.
However, women shouldn’t see this as slap in the face, as Debenhams has turned the concept of controlwear on its head by creating lingerie that not only makes women feel fantastic but also looks great.
Out go the ubiquitous beige panelled pants and income pretty patterns and lace, to frame and support in all the right places.
“These days it’s more Bridget Bardot than Bridget Jones,” says Sharon Webb, head of lingerie buying and design at Debenhams.
“In fact, gone are the days that shapewear is regarded as a faux pas and it’s no longer a negative thing for a man to buy it for a woman. It’s all about sexy shapewear now.”
Women used to save shapewear for work and occasions when sex appeal was clearly not on the agenda but nowadays control underwear is a must-have component of the modern wardrobe.
Previously, men have admitted they were worried they would offend their partner by buying them products such as shapewear and anti-ageing cream, but this year they just want to get it right and thanks to this range they can.
The most popular style is a black body shaper adorned in lace, which has seen an 86% increase in sales, followed by silky suck me in slips up 72% and closely behind are pretty but practical pants with a 70% rise year on year.
A study for the high street department store found that a huge 82% of women questioned admitted that they have worn control garments.
Debenhams claims that women are much more honest about wearing shapewear, a confidence that has no doubt come from celebrities, including The Saturdays, Beyoncé, Tulisa, Jessica Alba, Eva Longoria and Kourtney Kardashian admitting they aren’t afraid to don a pair.
Anyone still unsure which under-garment will give them the figure they want can turn to Debenhams’ team of trained shapewear specialists to help them find exactly what to wear under their favourite party dress.