Sainsbury’s has launched Miracle Jeans, which are the “latest innovation in shapewear” thanks to the fact the denim of the 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.
“Every woman wants to feel confident, stylish and positive about her body, without breaking the bank,” Sainsbury’s said of the new line of jeans, adding that the styles were “flying off the rails around the country”.
The jeans came about thanks to research by TU that revealed one in three women rate their bottom as the least favorite part of their body, while 55% 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 UK’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% 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.
They say their Secret Support Jeans combat both issues of body insecurity and comfort, providing everyday shapewear solutions combined with a pair of jeans.
Miracle Jeans are on sale at selected Sainsbury’s stores now, priced £25 ($40).