SYDNEY: Style HQ appears to have got its hands on the fashion equivalent of the Holy Grail.
The womenswear importer and manufacturer has scored the Australian distribution rights to cult US denim brand Tummy Tuck Jeans, which allows wearers to dramatically drop jean sizes.
Created by US parent company Not Your Daughters Jeans (NYDJ) the brand – which also promises to flatten tummies and lift backsides - had already sold strongly across the US and UK thanks to TV and press endorsements including the ultimate seal of approval from TV sensation Oprah, a spokesperson confirmed.
"Tummy Tuck is the most innovative product to hit the fashion and beauty industries since control top pantyhose. Addressing common problem areas across all body types, ages, and ethnicities, these revolutionary jeans slim the often problematic lower abdomen, contour the hips, and lift the butt without the feeling of being stuffed in binding, tight, and uncomfortable material."
The denim used in the jeans contained four per cent Lycra instead of the usual two per cent, giving the jeans extra comfort and mobility, while a patented "crisscross" front panel was designed to constrain the stretch in the front and give the rear a lift, she added.
Available in more than 20 styles and washes across sizes six to 22 and with an average price tag of $229, Tummy Tuck Jeans had been snapped up by scores of boutiques across Australia, she confirmed.
"The fit stays comfortable but allows most women to buy a size or even two sizes smaller than normal. And that’s quite a selling point."