London: Sainsbury’s has launched a new line of jeans that claims to give wearers the best bottom and flatten tummy.
The denim of the Miracle Jeans has been specially woven to give a shaping and uplifting effect.
The in-built secret support is said to instantly flatten the tummy, lift and shape the bottom and smooth out curves, the Daily Mail reported.
The company is calling the development the ‘latest innovation in shapewear’ and said the jeans are “flying off the rails around the country.”
“Every woman wants to feel confident, stylish and positive about her body, without breaking the bank,” the company stated.
The jeans came about thanks to research by TU that revealed one in three women rate their bottom as the least favourite part of their body, while 55 per cent say they feel most insecure about their tummies.
TU found that a growing number of women were using shapewear on a regular basis, with 53,000 saying they wear shapewear at least once a week, and almost half the nation’s size 10 women admitting they wear shapewear on a daily basis to create a smoother silhouette under their clothes.
A third of all those questioned in a survey of 2,000 women carried out by the store admitted they would rather use shapewear than diet ahead of a big event.
A third of women wear shapewear on a date, while 58 per cent pull on their slimming pants when they``re preparing for a party.
But the combination of restrictive shapewear and jeans can make for an uncomfortable, hot experience.
Sainsbury’s say their Secret Support Jeans combat both issues of body insecurity and comfort, providing everyday shapewear solutions combined with a pair of jeans.
The jeans, priced 25 pounds per pair, are now on sale at selected Sainsbury``s stores.