Debenhams Announces Plans to Banish the Muffin Top

By Debenhams, PRNE
Tuesday, January 25, 2011

LONDON, January 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 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

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

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
    W1U 1QX
    +44(0)20-7529-0449) 66449

PR Contact: Michelle Dowdall, PR Manager - Lingerie, Children's wear and Home, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)20-7529-0449) 66449

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