Sales of underwear soar as women strive to emulate the sought-after look of wearing your lingerie out in the open.

Leading online fashion retailer, JD Williams has seen an increase in sales of boudoir inspired lingerie and sleepwear compared to sales last year, as the look has shifted from the bedroom to the British high-street, with the retailer tipping the trend to wear underwear as outerwear as this summer's must-have style.

Favoured by celebrities such as Kim Kardashian, who was seen at the Vogue party wearing a sheer lace dress and Jennifer Lawrence, 25, who showed off her ample assets in a sultry floral dress with an exposed bra top at an after-party in London a couple of weeks ago..

A host of celebrities of all ages have embraced the trend, including Helen Mirren, Halle Berry, Madonna, Kris Jenner, Ellie Goulding and Beyoncé. Not forgetting Grace Jones in the 1980’s who pioneered the trend.

Even fashion royalty such as Kate Moss and Victoria Beckham have all been guilty of stepping out in chic, sophisticated lingerie-style ensembles.

And it seems that women across the UK are taking their lead. JD Williams has seen an uplift of 48% in sales of boudoir inspired lingerie since May last year with a further 23% increase in the last two weeks alone. Bestsellers at the leading fashion retailer include camisole tops, skirt slips and lacy night dresses.

Suzi Burns, spokesperson for JD Williams said: “Helen Mirren is a shining example of how to wear the underwear as outerwear trend and proves that you don’t have to be in your 20s or 30s to carry it off. Our customers who are 50+ are proof of that and judging by our sales stats this trend doesn’t look like going away in a hurry. “
Designer for JD Williams’ Always Aliza lingerie brand, Aliza Reger says: “Lingerie inspired clothing is a must for any stylish women’s wardrobe this summer and there are plenty of ways to incorporate into everyday outfits.”
“Try pairing a silk floral cami top with a pencil skirt and a jacket for a chic glamorous look or pair a slip lace dress with a pretty cardigan. Sophisticated and suitable for work or play, the catwalk trend is a hit whatever your age. Although you may want to look at Helen Mirren and Halle Berry for inspiration rather than Miley Cyrus! “Concluded Reger.
In the 1980s, Madonna proved to be very influential to female fashion and in her 'Like a Virgin' music video; millions of fans emulated her fashion including bras paired with leather jackets and lace gloves and vintage style bustiers with lacy slips.
The underwear as outerwear look has also been championed on the catwalk at Dolce and Gabbana, Stella McCartney, Dior and Ellie Saab, with the trend now filtering down to the high street.
JD Williams lingerie can be found at www.jdwilliams.co.uk.

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