Photo Credit: VJ Alisa! on Flickr
For the first time; sales of big knickers have overtaken thongs, previously a perennial favourite in the lead up to summer, at an astonishing rate of two to one. This could be, in part, due to the trend of wearing 'underwear as outerwear'.
Thanks to the younger generations snapping up the figure-sculpting lingerie, sales of ‘Bridget Jones’ pants, traditionally a winter staple, have leapt up 25% during spring 2009* according to the latest figures from Debenhams. Big pants are flying out of the door in Birmingham and Leeds particularly with sales up 194% and 78% respectively.
Lingerie experts at the fashion retailer have attributed this big pant demand to a trend set by new US popstrel Lady Gaga. Usually a celebrity secret worn underneath figure-hugging dresses by the likes of Gwyneth Paltrow, Beyonce and Britain’s Got Talent’s Amanda Holden, shapewear is proving to be an unusual hit with the younger generation, who are fans of the ‘Poker Face’ pop singer and self-confessed ‘shapewear as outerwear’ lover, Lady Gaga.
Head of Lingerie Buying, Annette Warburton says: "We thought it strange that we were seeing girls as young as 16 buying our black low-leg control pants with no obvious lumps and bumps to hide. It was only when sales staff reported back their findings that we discovered how young women are copying Lady Gaga’s style and wearing them as hot pants on the nightclub circuit.
"With so many celebrities papped wearing shapewear, these products have become an increasingly acceptable, even essential part of a lingerie wardrobe – perfect under a body-con dress or indeed, on their own.
“The recent advancements in shapewear technology mean that current garments are far removed from the stiff corsets and girdles worn by our grandmothers. They look sleek, create a fabulous figure without any hard work in the gym and can be comfortably worn all night long on the dancefloor".
I can vouch for that. I wore shapewear all day last Saturday while I was fulfilling chief bridesmaid duties. Big pants are a lifesaver!
* over the last eleven weeks, compared to the same period in 2008