Celebrating natural curves, Debenhams has launched its first underwear collection specifically aimed at plus size women.
It joins a growing number of high street chains to stock supersize ranges, previously only available in specialist shops.
The new sets, which feature size 46K bras and briefs up to a UK 26, have been designed with the fuller figure in mind.
Debenhams has unveiled its first collection of underwear specifically designed for plus size women (Victoria praline underwired bra and briefs, £36) A study conducted at Plus London, the UK’s largest blogging event for plus size women earlier this year revealed that the majority of fuller figured women only shopped for garments online.
A large proportion also reported a lack of fashionable lingerie sets available in large sizes.
As a result Debenhams took the decision to stock the Elomi’s range, launching it at stores nationwide.
A spokesperson for Elomi said: 'We spoke to many plus size women about their lingerie shopping habits, and many found fuller figure lingerie shopping in department stores an impossible task, commenting that styles and sizes on offer were restricting.'
A study found the average British bra has jumped from 34B to 36D over recent years
Cassandra light pink bra £38.00 and short £20.50 (left) Caitlyn teal bra £35,00 and brief £18.50 (right)Brasseries sport wider straps to support the bust, while other features of the new Fifties-inspired collection include lace detailing, feminine prints, and bold colours.
But this isn't the first time that plus size ranges have appeared on the high street. In 2007 Marks & Spencer introduced the J cup and in 2010 Selfridges began stocking a K cup range, as it saw sales of D to G cups rise by 50 per cent year-on-year since 2005
One study found the average British bra has jumped from 34B to 36D, while another revealed that the average size-14 pair of women’s trousers is more than four inches bigger at the waist today than they were in the 1970s.
The new Elomi range starts from £18.50 for briefs and goes up to £38.00 for a bra, swimwear is also available.
source:dailymail
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