Two new items promise that elusive hourglass figure

Jan 12, 2010 19:21 GMT  ·  By

It’s almost mid-January, which means women are already starting on their new year’s diets, especially since research shows that the winter holidays bring on average an extra 3 to 5 pounds. Asda is now offering an easier and more convenient variant to the troublesome diet and workout plan, in the form of two new clothing items: the Tummy Tamer dress and the Tummy Tamer skirt, as the Express can confirm.

What these two items can promise women with a few extra pounds is the possibility to achieve that elusive hourglass figure. The principle they rely on to get that is simple and is already in use in control underwear: by being very tight, they smooth over bulges and make them look smaller. In other words, the dress and the skirt will act as some form of corset on the tummy, virtually eliminating all bulges.

The dress is also said to enhance cleavage in women of all sizes, from 8 to 20, so it’s not only their tummies that will be improved by wearing it. “There’s no need for women to slave away in the gym or diet to achieve the perfect shape as we should be celebrating our curves not trying to get rid of them. Celebrities who embrace their bodies and are happy and healthy like Alesha Dixon, Leona Lewis and Coleen Nolan are far more aspirational to women than Kate Moss or Cheryl Cole,” Fiona Lambert, brand director at Asda’s fashion label George, which designed the Tummy Tamer items, says.

“Research for the superstore shows 85 per cent of women put on between 3lb and 5lb due to over-indulging at Christmas. This week is the danger period when the new year resolve of many dieters starts to wear off. Luckily, a bit of extra shape can be attractive to men who favor women with curves, Asda’s research found. The flattering tummy-tamer dress costs £28, while the skirt is £16,” the Express further explains of the motivation behind the creation of these two items.

So, basically, what the Tummy Tamer does is simply compress the problematic areas so that they look smaller. The first photos of the products just released show that, at first glance, no one can actually tell they are meant as control garments, which is clearly a plus in their favor.