All I want for Christmas is a waist
All women want for Christmas is a waist, according to a new report from Debenhams.
Catwalk thin models and straight up and down, boyish figures have been overtaken by the desire for an hourglass shape accentuated by a nipped-in waistline.
A study for the high street department store found that 72% of women questioned would prefer to have a figure with a small waist, balanced by larger breasts and hips, than any other shape.
Most were less concerned with becoming a model size eight or ten and more concerned about having a figure that “goes in and out”.
Women like Kelly Brook, Holly Willoughby, Beyonce and Kate Winslet, were seen as having the ideal shape to aspire to, while 19% of respondents wanted a body with defined muscles, like Olympian Jess Ennis, or Victoria Pendleton.
Just 6% felt that a typical catwalk model’s tall and thin size eight or below silhouette, with a smaller difference between waist, chest and hip measurements, was the one for them.
The findings are backed by a 93% rise in control garments that specifically target the waist and tummy, compared to this time last year, such as the stores’ high waist shapewear pants, shapewear half-slips, body shapers and waist cinchers.
Only a tiny percentage of women, 3% of those questioned, wanted an “out of proportion” figure with bigger breast measurement like glamour model Katie Price, or larger hips and bottom, like singer Nicki Minaj.
The relentless rise in sales of shapewear could be explained by the fact that the average measurements of a UK woman today are: chest 38.5ins, waist 34ins and hips 40.5ins. In 1951 - the height of the hourglass figure - the average woman’s measurements much less: chest 37ins, waist 27.5ins, and hips 39ins, with the biggest difference around the waist.
In the last five years Debenhams have seen a 200% increase in sales of shapewear.
Says Sharon Webb head of lingerie buying and design: “Even in the fifties most women, including film stars, had foundation garment help in creating their tiny waists.
“Then they were called girdles and corsets and were a lot more uncomfortable than the modern versions, but thanks to innovative modern materials it is now a lot easier to get that covetted hourglass shape and nipped-in waist than it was in our grandmothers day.”
“It also helps that people are so much more open about using shapewear now. Some of our customers have admitted to being embarrassed about needing a little smoothing help in certain areas, but once they realise so many celebrities have all talked openly about wearing shapewear they much more confident about buying it themselves.”
These celebrities include Rochelle from The Saturdays, Beyoncé, Jessica Alba, Eva Longoria, Kourtney Kardashian and Adele.
Continues Webb: “With today’s use of pretty patterns, lace and colour, it is now possible to find a pair of control pants that, believe it or not, will feel great and look sexy too.”
Anyone still unsure which under-garment will give them the figure they want, can turn to Debenhams team of trained shapewear specialists to help them find exactly what to wear under their favourite party dress.
The department store is the first high street retailer to offer this dedicated service to customers.
For more information, visit debenhams.com.
