Melbourne, Sept 19 : Few years back fashionistas dismissed granny style underwear as 'ugly-looking' inner garments, but thanks to Bridget Jones and lingerie companies, Australia is seeing a resurgence in control briefs.
Myer stores are stocking up in the under garments now boasting several ranges.
"This (popularity) didn't happen overnight," the Daily Telegraph quoted Mitch Caitlin, Myer spokesman, as saying.
"This has been happening steadily. There's always been strong business for it but it's getting more attention," the rep added.
In the UK, where Bridget Jones proudly sported her bodysculpting undies, a leading retailer is selling about a million items a year.
Bonds predicts its new range, Shapewear, will be popular with the younger market who are fashion conscious.
"The popularity of Shapewear is a function of many influences - Bridget Jones, the notorious Kath and Kim muffin top, and the fact that Hollywood and celebrities in general are sharing their 'red carpet secrets'," a spokeswoman said.
"Shapewear is often reserved for special occasions only with that 'Ahhhh' factor playing a big role when you remove them at the end of the night," the rep added.