Melbourne, Sept 19: Few years back fashionistas dismissed granny style underwear as ‘ugly-looking’ inner garments, but thanks to Bridget Jones and lingerie companies, Australia is seeing a resurgence in control briefs.
Myer stores are stocking up in the under garments now boasting several ranges.
"This (popularity) didn`t happen overnight," a news daily quoted Mitch Caitlin, Myer spokesman, as saying.
"This has been happening steadily. There`s always been strong business for it but it`s getting more attention,” the rep added.
In the UK, where Bridget Jones proudly sported her bodysculpting undies, a leading retailer is selling about a million items a year.
Bonds predicts its new range, Shapewear, will be popular with the younger market who are fashion conscious.
"The popularity of Shapewear is a function of many influences - Bridget Jones, the notorious Kath and Kim muffin top, and the fact that Hollywood and celebrities in general are sharing their ``red carpet secrets``," a spokeswoman said.
"Shapewear is often reserved for special occasions only with that ``Ahhhh`` factor playing a big role when you remove them at the end of the night,” the rep added.
ANI
