Help is at hand for all you blokes baffled by bras

Published on Saturday 5 December 2009 09:42

THEY typically emerge in the depths of December, an odd species with terror in their eyes, sweat across their brow and a pair of ladies' pants in their hands.

You'll find them lurking around lingerie departments – normally alien territory to this breed of homosapien – trying to look as if they know what they're doing.

Sadly, some may have a particularly brief existence. They are usually the ones who head home with something crotchless, furry, leopard-printed and nylon . . .

Yes, it's that time of year when lingerie assistants the land over find themselves once more patiently explaining to a confused chap that a thong is not a catapult for firing tennis balls across the room and that black PVC may well be his perfect Christmas gift but unless he's married to Dita Von Teese, it's unlikely to be his wife's.

This Christmas there's an even more baffling array of frillies to confuse the boys than ever before, from plain and practical to designer label, from eye-popping corsets to comfy and luxurious loungewear.

"It is confusing for men," admits Clare Thommen, a director at Edinburgh lingerie specialist Boudiche, who is preparing for the store's sold-out "men only" fashion show. "Some might have a vague idea that they want to buy a bra and knicker set – and around 70 per cent have tried to find out what size they should be buying. But many know nothing more than that."

Which is why she says Boudiche staff try to ensure men don't feel awkward – even down to giving them a dram to calm them down. "It's daunting to walk into a lingerie boutique – they might think people are looking at them, they might even think people are wondering if they are going to buy something for themselves!

"I make a point of saying hello and asking if they are in to buy a gift – they instantly start to relax. We ask if they'd like a whisky, which usually helps settle those nerves!"

They might feel awkward, but they're not alone. Men outnumber women in the shop during December by around ten to one. And during the course of the month, the Frederick Street shop sells around 1,500 bra and knickers sets.

If budget isn't a major issue, then Clare suggests men consider a luxury label or designer desirable – something she probably wouldn't buy for herself. "La Perla is really special," agrees Clare. "Stella McCartney is another name people tend to love.

"But if they are looking after their budget, the Mimi Holliday range has lovely silk bra and knicker sets for around 70."

Her top tip for the boys is to do a little research and check out the boutique's website for ideas before hitting the shops.

Meanwhile help is at hand at Edinburgh's other lingerie specialists too. Marks & Spencer – traditionally the home of the nation's undies – has launched "Stocking Fillies & Fellas", trained staff identifiable by unique red sashes, on hand to offer advice.

And at John Lewis, lingerie adviser Muriel Hynes and her team are trained to help shoppers navigate the different styles on offer. She insists male shoppers shouldn't stress too much about heading into the ladies' underwear department.

"Don't be embarrassed to be seen buying lingerie – men are a common sighting in lingerie departments and have just as much right to be there as women," she adds. "Feeling embarrassed could lead you to make a hasty, thoughtless choice."

Boudiche is in Frederick Street, Edinburgh. Its "men only" late-night shopping night is being held on Wednesday, 16 December. Go to www.boudiche.co.uk for details.