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Business News

Lingerie firm cashes in on burlesque boom

Sales of Gossard lingerie have soared by 65 per cent in the past year, thanks to the recent craze for racy burlesque fashions and dancing.

Thousands of women have taken up the exotic dance craze in recent months and the trend is set to gather pace following the launch of the film Burlesque starring Christina Aguilera, right, later this month.

Tony Jarvis, managing director of Gossard, said: "There is definitely a rise of interest in old-school glamour lingerie with a modern twist, which is encapsulated in this revival. Suspenders have always sold well, but the recent demand from women of all ages has been phenomenal."

Gossard said its three types of suspenders account for 15 per cent of the company's sales. The last time there was such demand for suspender belts was in 1990, when Madonna wore one with Jean Paul Gaultier's famous cone bra and corset.