They promised to boost women’s confidence by providing a flattering and stylish solution to the dreaded visible panty line, or VPL.
But it seems Brazilian-cut knickers have also helped put a spring in the step of Marks & Spencer bosses.
Sales of the underwear have soared by 64 per cent in a year, with 500,000 pairs snapped up since the store introduced a three-for-£10 offer three months ago.
Designed to avoid creating lumps and bumps under clingy summer dresses and fitted trousers, the knickers are cut high on the leg, making legs appear longer.
And it was revealed yesterday that their popularity with shoppers has helped drive the chain to a robust trading performance against the background of a struggling High Street.
And, despite the cool summer weather, sales of M&S swimming costumes are up 50 per cent on last year, while £49.50 maxi-dresses have been flying off the shelves.
Total like-for-like sales across the store grew by 1.7 per cent in the 13 weeks to July 2 compared to the same period last year.
The thousands M&S invested in hiring a Victoria's Secret model for their lingerie campaign looks to have paid off.
Soozie Jenkinson, Head Of Lingerie Design said: 'In 2005, we designed and launched the Brazilian knicker shape.
'Cheekier than the boyshort, but more covering than the thong, this first to market knicker shape was inspired by the bikinis worn by women on the beaches of Rio, hence the name The Brazilian.
'Delivering feminine style with a smooth flattering no VPL, this shape has become out fastest growing knicker style and now is available in lace, embroidery, silk and natural fibres.'
source
But it seems Brazilian-cut knickers have also helped put a spring in the step of Marks & Spencer bosses.
Sales of the underwear have soared by 64 per cent in a year, with 500,000 pairs snapped up since the store introduced a three-for-£10 offer three months ago.
Designed to avoid creating lumps and bumps under clingy summer dresses and fitted trousers, the knickers are cut high on the leg, making legs appear longer.
And it was revealed yesterday that their popularity with shoppers has helped drive the chain to a robust trading performance against the background of a struggling High Street.
And, despite the cool summer weather, sales of M&S swimming costumes are up 50 per cent on last year, while £49.50 maxi-dresses have been flying off the shelves.
Total like-for-like sales across the store grew by 1.7 per cent in the 13 weeks to July 2 compared to the same period last year.
The thousands M&S invested in hiring a Victoria's Secret model for their lingerie campaign looks to have paid off.
Soozie Jenkinson, Head Of Lingerie Design said: 'In 2005, we designed and launched the Brazilian knicker shape.
'Cheekier than the boyshort, but more covering than the thong, this first to market knicker shape was inspired by the bikinis worn by women on the beaches of Rio, hence the name The Brazilian.
'Delivering feminine style with a smooth flattering no VPL, this shape has become out fastest growing knicker style and now is available in lace, embroidery, silk and natural fibres.'
