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Debenhams black cooling invisible look full slip

Black is the new white when it comes to lingerie, new figures from Debenhams reveal.

White may have been Christian Grey’s preference in raunchy film Fifty Shades of Grey, but when it comes to women buying underwear for themselves they prefer black or more colourful combinations.

Over one in four customers (27%) purchasing knickers and bras opt for black compared with just one in ten (11%) choosing the once traditional white set of underwear, according to the leading High Street department store.

Lingerie sales soared the week of Valentine's Day, which was also the week Fifty Shades of Grey opened, with demand for basques up 62% and stockings and suspenders up by almost 30%, while bra's were the most searched for item online.

Vibrant coloured underwear has also shown a significant rise in popularity with sales of pink and purple (13%) also outstripping white, as women seek to brighten up their knicker drawers and love lives.

The trend to be more daring in the choice of underwear is being attributed to designers’ catwalk shows and celebrities including Rita Ora, Rhianna, Miley Cyrus and FKA twigs, regularly using underwear as outerwear and the popularity of see-through fabric in outfits.

While racy red may be a favourite among men, it accounts to just 7% of overall sales and comes below silver and grey in demand (6%).

Sales of once popular nude tones have fallen, but still account for 12% of all lingerie transactions while ivory and cream is preferred by 9% of customers.

Debenhams Head of Lingerie Sharon Webb, said: "It was only a few years ago that white dominated but now it’s black. It is a timeless fashion colour which sits well under dark clothing. Some think it makes their bodies look slimmer, it can also be dramatic and seductive. The important thing is that underwear fits, feels good and flatters your body shape.

“We are definitely seeing more colour which could be the influence from the fashion shows and a desire to be more daring. Great lingerie can inspire confidence and make a woman feel good about herself and how she looks.”



Notes to Editors

Debenhams sells 1817 different styles of lingerie from 17 different brands including Freya, Ultimo, Wonderbra and the exclusive Designers at Debenhams to support and flatter every body shape. offers great advice from an extensive buying guide and in-store staff can provide expert advice on fitting.

About Us
Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of over 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Betty Jackson, Stephen Jones, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Ren Pearce and Andrew Fionda, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton, Thea Bregazzi, Eric Van Peterson and Matthew Williamson. 



For further images and information please contact:
Christine Morgan at Debenhams Press Office: 020 3549 6420

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