Debenhams announces plans to banish the muffin top

From: Debenhams
Published: Wed Jan 26 2011

Debenhams has announced the launch of a new range of underwear to wipe out muffin tops and visible panty lines (VPLs) forever. 

The muffin top came was the most popular choice in a recent customer survey asking women to identify their most annoying lingerie pet-peeves.  This unsightly bulge was followed by VPLs, mismatched underwear and quad boobs - where the cup size is too small, causing breasts to bulge out from the top of the bras making women look like they have four breasts.

The survey also revealed that over 75% of women want their underwear to tick every box. A pair of knickers must flatter, fit, but above all function in an age where daily life sees them juggle work, family and looking after their appearance.

Through continued customer research and feedback, Debenhams has noted an overwhelming demand for underwear that is invisible yet functional recently, which is why the new range is controlling whilst remaining unseen under clothing.

Debenhams head of lingerie buying, Annette Warburton, commented: "State of the art technology has become an essential ingredient into a sterling pair of knickers. Women want ranges to shape, suck in, smooth, lift up, flatter and fit, whilst simultaneously being invisible, pretty and comfortable. A ripple of ruffles is no longer enough for our lingerie drawers, when it comes to knickers we want fabulous pants with the X Factor."

'Invisible' high-tech knickers, which create no apparent muffin top on even the most tight body-con dresses were the fastest growing style of knickers last year, with sales growing an astounding 60% more than the traditional single brief according to Debenhams.

Celebs such as Paris Hilton, Britney Spears and the Girls Aloud members have all been sent an invisible pair from the new range in order to save their blushes on the red carpet where the only option under a slinky little black dress (LBD) has been to go commando - and in the past it's showed. 

These types of shapewear were once merely the guilty secret of Bridget Jones, worn under a silky cocktail dress and in a murky grey colour. Now the control pant has been given a fashion makeover and is being championed as outerwear by celebs such as Beyoncé and Lady Gaga.

Experts believe that the technologically advanced knickers are set to replace existing popular lines sold on the High Street - bringing to an end to VPLs and muffin-top lines under clothing.

Debenhams' Annette Warburton continued: "VPLs and muffin tops are about to become a thing of the past. This is the breakthrough in garment technology that all women have been waiting for. It will enable women to wear clothes which fit precisely the way the designer intended. No longer will the outline of the dress be ruined by unsightly knicker lines and bulges."   

Sales of the latest invisible products have soared by 14% since they were launched just a year ago.    

The new range uses ground-breaking technology to bond elastic seamlessly into the waistline and legs, supporting the garment while eliminating any need for ridge-forming double hemming and stitching.

The knickers are made from very thin but extra strong, figure-smoothing material which clings to the body, without causing even a ripple on the dress.

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including women's wear, men's clothes, children's wear, home and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 160 stores in the UK and Republic of Ireland, comprising 147 full departments stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries.

PR Contact:
Michelle Dowdall
PR Manager - Lingerie, Children's wear and Home
33 Wigmore Street
(020 7529 0449) 66449
Company: Debenhams
Contact Name: Michelle Dowdall
Contact Email:
Contact Phone: (020 7529 0449) 66449

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