Rumours that women in Britain rarely make the effort to dress in matching underwear have been quashed in a survey that finds that almost everybody does.
A study commissioned by British brand Ultimo has discovered that 85% of women in the UK love to coordinate their lingerie; blowing away the myth that only our continental cousins care about their underwear.
Michelle Mone OBE, founder of Ultimo, said: “Wearing matching lingerie is a fantastic way to start the day, boosting your confidence and making you feel super sexy. I never leave the house unless I’m completely coordinated.”
The study also discovered that only 24% of women said they had been measured in the past 6 months, despite 66% of women saying that the fit is the most important factor when purchasing a bra. The majority of women, 60%, will on average spend between £20 and £30 on purchasing a bra, with only 4% willing to spend in excess of £50.
The research has been released simultaneously with the launch of Ultimo’s French-inspired range, Adore Moi, going on sale exclusively at Debenhams.
“The new Adore Moi collection perfectly captures everything that French lingerie stands for: the best fabrics, exquisite attention to detail and a complete understanding of the female form, with a little bit of the je ne sais quoi factor too,” said Mone.
“French women would never be seen dead in mismatched lingerie, so it’s great to see women in the UK catching up,” she added.
Sharon Webb, head of buying & design for lingerie at Debenhams, said: “We are excited about the launch of the new Adore Moi collection, perfect for Christmas gifts and for women to treat themselves and feel fabulous.”