Image courtesy of Cynthia Rowley

Mention the words Spanx, shapewear or body control lingerie and gruesome images of Bridget Jones-esque underwear springs to mind. So it's been a long time coming for a designer to close in on the gap in the market, and although Roland Mouret created the "powermesh" dress (similar to Spanx, only at $475), Cynthia Rowley's new range of "bodywear" has been well received.

The new range - entitled SLIM by Cynthia Rowley - features art deco style panels in tones of nude, black, greyish mauve, light blue and hot pink, and although it won't be in stores until July, judging by the photos released they will be worth the wait. At prices between $118 and $226, the range is a bit of an indulgence but when something looks that adorable, and does wonders for our figures, we think it will be worth the investment. And we've got until July to save...

Spanx have been a leader in their market for decades and has racked up multiple celebrity fans over the years from the likes of Trinny and Susannah, Gwyneth Paltrow and Beyonce.

DKNY has decided to launch its own version of the figure friendly undergarment, Smoothies Shapewear, which although bearing a slight resemblance to cycling shorts from the 80s, these have been described as 'shaping biker shorts'.  The line, which launches in February 2010 will be available in seven colours including black, nude, electric pink and orange will sell at $15 each. As a fashionable yet figure fixing creation, who said going to the gym was the be all and end all?

Spanx has a new project in the works, and here's a hint: Not all of the new merchandise will need holes to pee through.

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