Marks & Spencer has announced it is to launch a range of body-enhancing underwear for men.
For decades women have been sold clothes that promise to flatter their appearance subtly, from corsets to padded bras.
And now men are being offered the same by the high street chain’s Bodymax collection.
The £15 “bum lift” underpants promise to raise the posterior by a fifth thanks to seam-free tailoring, while the £10 “frontal enhancement” pants claim to result in a 38 per cent “visual enhancement in size” as a result of an “integral shelf”.
The new pants are already available in selected stores and online, and will go on sale nationwide from Friday, October 15. They are the follow-up to M&S’s Bodymax vests, which are designed to enhance a six-pack.
Dave Binns, head of M&S men’s underwear, said: “Our technologists have worked hard to engineer two styles that are comfortable to wear and that give real results.
"These pants provide a real confidence boost for men and we think they will prove popular with our customers.”
In 2007 David Beckham was ridiculed for looking like he had “stuffed a sock” down his briefs after posing open-legged in a revealing black and white photograph for a Giorgio Armani advertisement.
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