Fifties-influenced shapewear and lingerie is currently flying off the shelves as retailers cash in on the trend, said to originate from the popularity of shows like Mad Men. High-waisted knickers, bullet bras, corsets and waspies are just some of the vintage-style underwear that has seen a sharp sales spike.
“Last week alone we saw a 27 per cent increase in sales of our shapewear and Fifties-inspired styles and compared with last year, a 15 per cent increase in waist-cinchers and high-waisted briefs.” Andressa Rando Favorito, junior buyer Figleaves.com speaking to Evening Standard.
There’s no doubt that the recent furore surrounding the official government endorsement of Mad Men star Christina Hendricks (pictured) has contributed to this trend. Hendricks' perfect hourglass figure hit the headlines when equalities minister Lynne Featherstone held up her outline as an ideal shape for women, highlighting the ‘overexposure’ of skinny models.
The creators behind Mad Men aren’t slow to capitalise on the show’s popularity and what it’s done for women’s lingerie as the costume designer for hit US television series Mad Men is teaming up with lingerie firm Maidenform to create a new lingerie line.
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