Marks & Spencer has unveiled the Drop a Dress Size Collection and is marketing its selection of figure-skimming designs as “a stylish way to look slimmer in seconds”.
Each dress in the range is constructed with a seamed Secret Support lining, which works to help shape your figure, define your waist and create a smooth silhouette.
It’s the same technology as the famous M&S firm control shapewear – the inner slip is darted at the waist to cinch and shape, while smoothing out lumps and bumps.
Available in sizes 8-22, the £59 ($93) designs are simple day-to-eveningwear M&S says will look great now and last well into autumn 2013.
According to M&S: “Targeted reinforcement gives the wearer a more supported and streamlined silhouette thus giving the illusion of a slimmer shape in seconds.”
But M&S isn’t the only brand making the most of new bodyshaping technology.
Body Frock also design dresses engineered to enhance a women’s finest features.
Complete with special control lining, the dresses are designed be a simple solution to looking slim and feeling smooth and Holly Willoughby, Kym Lomax and Kimberley Walsh are all fans of the slimming style.
“The inside lining should fit slim and taught like a corset,” claims the brand.
Designed by Melanie Davis, one of the UK’s leading designers of young fashion and the founder of Pamplemousse back in the late 80′s and 90’s, the brand pride themselves on 28 years of experience designing dresses to make women feel great.
In April this year, the “S” dress (the letter stands for “shape”) was unveiled by fashion label Mooi and claimed to help its wearer drop a dress size, while being made of machine-washable, crease-resistant material.
Each of the garments are made with 28% elastane, which creates a slimming effect and the garment is designed to appear a size smaller.
Bandage-style dresses have attracted a following from celebrities such as Gwyneth Paltrow, Victoria Beckham and Eva Longoria for their figure-hugging designs.