M&S secured nationwide coverage in newspapers and 24-hour television news channels this weekend with a headline-grabbing extension of its Bodymax men’s shapewear line.
A range of bum- and bulge-enhancing underpants promise to shape a man below the belt line using similar support techniques to the company’s Bodymax vests, which aim to flatten tummies and moobs into Beckham-eque silhouettes.
The Bodymax frontal enhancement pant, which will retail for £10, is a hipster style designed and constructed with an integral ‘shelf’ that creates the enhancement effect, giving around a 38% visual enhancement in size, according to M&S.
The Bodymax+ bum lift pant is a seam-free garment that produces a dramatic bum lifting and shaping effect, giving around a 20% visual lift, the company claims.
Each style has been engineered by M&S technologists using the latest fabric technology to provide men with a high specification, performance garment.
“Women have been wearing and enjoying the benefits of shapewear for many years now and we saw such a positive response from men when we launched our Bodymax shaping vests earlier this year. Pants are the next natural addition to this range and our technologists have worked hard to engineer two styles that are comfortable to wear and that give real results,” said Dave Binns, head of buying for Men’s Underwear.
The new lines go on limited release in mid-November in 10 stores across the UK.