The trend for control pants is showing no sign of waning with Debenhams reporting a boost in sales by 120% when compared to the same sales period last year.
According to the department store, men across the country are buying women’s lingerie with control panels at record levels – making shapewear an unlikely hit for Valentine’s Day.
The store has created controlwear that favours pretty patterns and lace rather than beige- panelled pants to frame and support.
“These days it’s more Bridget Bardot than Bridget Jones,” said 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.”
The most popular style is a black body shaper adorned in lace, which has seen an 86% increase in sales, followed by silky slips up 72% and closely behind are pretty but practical pants with a 70% rise year on year.
Debenhams claims that women are much more honest about wearing shapewear – with 82% of women questioned by the store admitting they had worn control garments.
Shapewear prices start from £10 and are available in Debenhams’ stores and online.