Now men can battle bulge by joining big knicker brigade

Published on Tuesday 29 December 2009 21:28

THANKS in part to Bridget Jones and her notorious big pants, control underwear has become commonplace in the wardrobe of many women.

But now men are to be given the benefit of the slimming garments for the first time.

Marks & Spencer has launched a new range of male slimming vests and pants, in the hope that men will also want to benefit from their waistline-reducing effects.

Entitled Bodymax, the collection reportedly flattens the torso, creating the illusion of a waistline 1.5 inches slimmer.

Dave Binns, head of buying for men's underwear, said: "Men are becoming more conscious of their appearance.

"Our Bodymax range has been designed in response to this, giving men a quick-fix solution for those lumps and bumps in the same way that shapewear does for women."

He added: "I predict that in a few years' time, shapewear will be as much of an essential in men's wardrobes as ties and socks."

Prices will start from 12, and will hit stores on 7 January.

Its first ever range of shapewear for males is designed to flatten and shape the torso using shaped seams and a hidden support panel. M&S said trials conducted on the range saw men reporting a noticeable reduction in waist measurements.

Made from fine stretch cotton, the range comprises a vest and T-shirt style and is available in black and white, a spokesman said.

Top performing control pants, used by stars such as Angelina Jolie, include the Spanx Cognito mid-thigh shaper.

Control knickers have long been a favourite of those searching for a sleek silhouette under a fitted dress, but came to the attention of the public when featured in the film version of Bridget Jones' Diary, which starred Renee Zellweger.

However, men who are considering wearing the garments should be warned as there have been concerns raised over possible health side effects.

The Royal College of Midwives (RCM) has warned that control garments such as the Cinch – which launched in the UK last month – may endanger women's health if worn straight after giving birth. The concerns have failed to hit sales however, with the underwear continuing to soar in popularity.

The John Lewis department store recently reported that sales of shape-wear were up 46 per cent compared with this time last year.

It has launched "instant body control consultations" to help women to choose from the vast array of control underwear now on sale, while Selfridges noted that sales of Spanx control pants have risen by 60 per cent during the same period.