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FIRST LOOK! Asda’s miracle Tummy Tamer dress

By Sarah Karmali on Tuesday 12 January 2010

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George at Asda Tummy Tamer dress and skirt - Fashion News - Marie Claire

Thank you George at Asda. The supermarket clothing company are launching their first ever garments with built-in shapewear - to help give the illusion of a more trim and toned you!

Never again will you risk the embarrassment of that Bridget Jones big-pants moment...

Cast aside your unsightly spandex pants and embrace the miracle of built-in shapewear.

George at Asda's new 'Tummy Tamer' LBD and high-waisted skirt contain internal panelling for the ultimate in contour control - claiming to shave up to an inch-and-a-half off your waistline.

And retailing at just £25 and £16 respectively, this is one answer to our sartorial prayers that we can all afford to cash in on.

George at Asda Tummy Tamer dress and skirt - Fashion News - Marie Claire

The internal bump-busting technology uses the same poly elastane found in control underwear - with an internal ‘corset' stretching across the hips, waist - and, in the dress, bust - to create that enviable hourglass figure.

‘There is no need for women to slave away in the gym or diet to achieve the perfect shape,' says Fiona Lambert, brand director for George.

‘We should be celebrating our curves, not trying to get rid of them.'

But it's not just the women that are interested in getting a more streamlined silhouette...

A £7 body-sculpting vest for men - the ‘moob tube' - sold out in just four minutes on their website, making it their fastest selling product ever.

Having already garnered plenty of interest, we feel confident in saying that these two ‘Tummy Taming' pieces won't hang around for long...

On your marks... Get set... GO!

Will you be snapping up the miracle built-in shapewear? Let us know your thoughts in the comments box below!

THE TOP FLAT TUMMY DIET TIPS

BROWSE MORE SHAPEWEAR THROUGH MARIE CLAIRE'S SHOPPING CHANNEL!

Tuesday 12 January 2010

Have your say ...

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Brilliant idea - will definitely be getting the dress if I can!
Comment by Jo on January 12 11:27

if theydo a size24 then yes i would like to try the skirt
Comment by jackie on January 12 12:38

Wow! Looks like it could be a winner, especially for those of us who just need a leetle helping hand!! :) I like it!
Comment by Claire on January 12 12:53

Sounds good..but when I go into the shops looking for all this great stuff advertised...Where is it!!? Not to be found...Jackie, think of your health size 24?
Comment by Nic Lud on January 12 13:05

Gosh what a genius you are for pointing out Jackie's health issues Nic Lud, bet she's never thought of that before. I'm dieting will be much easier for her now you've pointed out the blindingly obvious to her. Go to the top of the class.
Comment by Lisa on January 12 13:26

When is it launched??!!
This is a great idea for healthy women to enhance their curves, although let's not get the wrong message...agreed with Nic...shouldn't be used as an excuse to be unhealthily overweight.
Comment by Sophia on January 12 13:29

I like the idea of this product but what is the point putting a slim women in this nd showing us this pictue. She does look great but also looks as if she had no use for it in the first place. Magazines and things need to start thinking that if ur advertising something for slightly bigger women or even just bigger women u need to use the model to suit it.
Comment by linzi on January 12 13:53

I agree linzi I'd like to see the affect on a larger model - would it work so well I wonder
Comment by pam on January 12 15:16

Go Lisa :)
Comment by Jo on January 12 15:17

Just checked the Asda website - if you click on Women's Clothing these items are both in stock and the dress is just Â£25 not Â£28. Available in sizes 8-24 and all in stock while I'm writing this.
Comment by Ange on January 12 15:21

I think its brilliant and well done Asda for helping those of us who hate to cram into those god awful tummy toning pants etc and also being cheap enough for us average women to afford , i deffo want the skirt , its a classic look u cannot go wrong with this look, well done Asda now get weavin on a summer range lol.
Comment by Marie on January 12 15:30

I am a size 8 Linzi, but I do have belly, and I can speak for a few other girls I know, so the product is great for the smaller sized girls too. The model is therefore not inappropriate, although I do agree that a variety of models should be used.

And to Nic Lud, Jackie was only innocently making a comment, why should she be ridiculed for her size, that's not fair, Im sure she is aware of herself, and everybody can't be skinny, however much they diet.

but anyway, the dress not only has a function, but is also a very pretty dress! Thanks Asda!
Comment by Fiona on January 12 16:04

I dont think the model is particularly thin, look at her face and legs. She looks like an average sized woman, she's just posing very well with flattering lighting and the now, obligitory "re-touching". Great product, great price.
Comment by Laura on January 12 16:37

Brilliant concept! When are they in store and can you buy them online? Nice price too.
Comment by anne cunningham on January 12 17:00

Wouldn't it be great to see how these pieces work on a model who's stomach isn't already flat? Or are you telling me those models have lumps and bumps to smooth?
Comment by Rhona on January 12 18:02

I'm sure it will work great. But putting it on a stick thin model who probably doesnt have an ounce of fat that needs to be held in doesnt really show off this item to the full potential don't you think? Come on Asda, use real sized models!
Comment by Kelsea on January 13 00:59

Why thank you Lisa top of the class it is!!
Comment by Nik Lud on January 13 11:39

Hi everyone,
I work in the press office at Asda and I just thought I would post this link to our site so you can see the tummy tamer in action on a couple of girls I work with, Helen and Jo. Guy might be exaggerating slightly on the performance of the dress.....but they have definitely made a difference!

http://your.asda.com/2010/1/12/bored-of-dieting-you-need-the-tummy-tamer-dress
Comment by Leah on January 13 18:33

Sorry Lisa but I agree with Nic Lud. There is no excuse to be a size 24 unless you have some kind of disability which prevents you doing any form of exercise. Size 24 is a heart attack waiting to happen. Sorry to sound cruel but sometimes you have to be to be kind. You need to diet not get special lump busting clothes Jackie
Comment by Lesley on January 14 23:58

I bought this skirt in size 8 and almost immediately fell in love with it. It is exactly what I have been looking for as the ultimate pencil dress. I hugs your body like a second skin and can expose those curves even if you think you don't have them. I rate this skirt a completely excellent.
Comment by Kasia on February 08 09:06

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