Going undercover with stylish underwear

"Underwear is the new outwear and there is plenty of stylish designs for women of all ages and sizes"

SALES of sultry lingerie among women of a "certain age" are booming thanks to the glamorous 40-somethings of Sex and the City 2 and Cougar Town.

The hit TV show and the new movie showing the bedroom antics of women in their 40s and 50s and their much younger partners, is being credited with a rise in demand from women of the same age, by leading lingerie retailers.

A nationwide look at the most popular lingerie styles from October 2009 to April 2010, by the high street store, revealed that empowered 40+ women have given the more seductive side of the lingerie industry a big boost.

Previously the peak purchasers of cleavage enhancing bras, basques, thongs, stockings and suspenders, have been women in their early twenties. However, the survey showed that women aged 40 plus, are spending more time and money in the lingerie department. Debenhams in Newcastle is one of the top ten cities for sexy lingerie sales among women in their 40’s and 50’s.

Head lingerie buyer for Debenhams, Annette Warburton, says: "Over the last six months, our lingerie fitters have reported a sharp rise in the number of women in their 40’s and 50’s booking consultations to overhaul their lingerie wardrobes.

"We currently bra fit over 250,000 women a year and the 40 plus age group is now our fastest-growing market."  Debenhams runs a bra fit service twice a year to encourage women to wear the right size. They can also provide advice on bikinis for those with holidays in mind.Debenhams in Newcastle stocks stylish lingerie including ranges from Janet Reger, Floozie by Frost French and Star by Julien McDonald.

The catwalks for spring/summer showcased underwear as outerwear this season so show off in bold prints and bright colours and leave your faithful black and whites for the winter.

You too could look as good as the Sex and the City girls.