London: A large number of Brit babes are going lingerie shopping in a big way—a trend that has soared the sales of women’s undies to an incredible 117 percent in the past six months.
And the boost in sales is attributed to sexy stars modelling fabulous frillies and the celeb-led trend for wearing underwear as outerwear.
Recently, it was revealed how a Marks n Spencer bra called Ceriso has boosted the firm’s profits as shoppers snapped up the red silk version at a rate of one every two-and-a-half minutes.
And such high sales reports from High Street giants like MnS, boosts the economy.
“Women have a love affair with beautiful lingerie and sales from our ranges show this is currently a huge trend. It is seen as less of an indulgence and more a part of their day-to-day wardrobe,” the Daily Star quoted a spokeswoman for the store as saying.
“Women take as much care and attention with their underwear as they do with their outerwear,” she added.
The British lingerie market is worth a whopping 2.73 billion pounds, and is likely to reach 2.9bn pounds by the end of next year.
Cut-price chains such as Primark and Matalan also have extensive ranges, meaning women can stuff their knicker drawer with a string of different styles without breaking the bank.
In fact, Lingerie has also hit the supermarkets, with ranges Michelle for George sold by Asda and modelled by actress Kara Tointon, 26, and Diamond Boutique for Tesco, promoted by Elen Rivas, 35.
Other celebrity babes turned undie-cover agents include Kelly Brook, 30, Danielle Lineker, 30, and Abbey Clancy, 24, who together have helped make lingerie the biggest boom in fashion.
Brit girls spend a whopping 2,700 pounds on bras during their lifetime and own an average of 16 at any one time.
Another big reason for the undies boom is a greater choice for larger ladies.
Britain’s boobs have swelled from an average 34B to a 36D, and stores have been quick to keep up by stocking bigger cup sizes than ever before.
Babes are also investing in figure-enhancing pants, which flatten tums, smooth waists and boost bums.
Stockings are also on the up because celebs such as Kate Moss, 35, and Lily Allen, 25, are regularly spotted wearing them.