Shapewear sales at Debenhams have increased by 200 percent over the past five years.
The retailer’s lingerie boss attributes this surge in demand for shapewear to the rising availability of ‘sexy’ products in the sector.
Head of lingerie buying and design Sharon Webb said: “Finally the image of Bridget Jones in her big pants can be banished from our minds.
“Instead, the words sexy, stylish and slimming can go together in harmony. It’s a shame that the shapewear will be hidden because it looks amazing.”
The Debenhams buyer also considers celebrity endorsement to be a factor; the likes of Rochelle from The Saturdays, Beyoncé, Jessica Alba, Eva Longoria, Kourtney Kardashian and Adele have all reportedly talked openly about wearing shapewear over the past few years.
Webb added: “Some of our customers have admitted to being embarrassed about the idea of wearing shapewear.
“But it’s common knowledge now that most celebs wear shapewear so people are much more confident about perusing the ranges in store.
Debenhams is currently offering 20 percent off on a broad selection of its own brand and branded shapewear products.