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George at Asda launches The Muffin Stop jean

17
Sep '12
George at Asda has launched 'The Muffin Stop' - a UK fashion first for denim - to help women finally put an end to unsightly muffin tops and smooth their silhouette to create the ultimate hourglass figure.

Following a year in development The Great Bum and Tum women's jeans dubbed 'The Muffin Stop' use clever built-in technology to smooth stomachs, sides and simultaneously add a shapely lift to bums - making the nation's women look and feel fabulous for just £18.
 
George research revealed that two thirds of women hated their 'muffin tops' and lusted after a shapelier mid-riff like curvy celeb Kelly Brook who topped the poll for the best celebrity torso. And it's not just a female concern; six in 10 men voted the 'muffin top' as one of the biggest turn-offs. Many women admitted to considering surgery or punishing exercise sessions in an attempt to get rid of the unsightly extra tires. 72% of women would be willing to spend as much as £100 to get the perfect figure and 1 in 3 waste over £300 on jeans that they never wear because they do not fit. 
 
In response, George has launched the Great Bum and Tum jeans, taking control-wear innovation to a new level and creating the perfect 3-way solution for women who wish to conceal their love handles.
 
George Brand Director Fiona Lambert said: "Our Great Bum Jean was so popular we sold 100 pairs of jeans every minute in the first few hours of going on sale. Following its tremendous success, shoppers asked for a fix-it jean that dealt specifically with their muffin tops, but we took this one step further to incorporate three common body confidence areas into one product without compromising on style. We love our innovation at George, and the latest figure-fixer - the Great Tum and Bum jean- offers the ultimate in lifting, smoothing and sculpting to give women perfect, enviable curves at an affordable price while remaining bang on trend."
 
A revelation to women carrying weight on their sides, the jeans boast 3-in-1 innovation technology which targets muffin tops and promises to smooth protruding tums and sculpt bums, both of which were also voted as key problem areas. More than 60% of the nation's women revealed they did not like their stomach area while 41% admitted they were unhappy with the shape of their bottoms. Over a third of shoppers revealed control garments were an all year round wardrobe essential for banishing unsightly lumps and bumps.
 
The jeans feature a higher curved side waistband designed to hold in love handles, an inner support panel across the waist designed to flatten the stomach and clever bum-lifting technology to create the perfect pert bottom.

George at Asda


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