Press Centre

Asda launches the ultimate 'Tummy Tamer' dress to help women cheat their way to the perfect hourglass figure

  • 85% of women gain 3-5lbs over Christmas and have already ditched their diets
  • George launches a revolutionary clothing range for ladies to cheat their way to the ultimate hourglass figure as curves make their comeback on the spring catwalk
  • 72% of men are more attracted to curvier women, preferring the hourglass shape and women aspire to be more like Leona Lewis or Colleen Nolan than Cheryl Cole
  • George reveals the formula for the perfect hourglass figure Bust Size + Thigh Length + Hip-Waist Ratio x Body Curve Line + Body Symmetry

Today, George at Asda introduces a fashion first, with the launch of the ‘Tummy Tamer’ dress and skirt designed to hide and sculpt those extra pounds and help women cheat their way to the perfect hour glass figure.

In a survey, Asda discovered that 85% of women will gain anything from three to five pounds as a result of over indulgence at Christmas and over half of them said that this week is the time that they are most likely to ditch the diet they started at New Year.

For the first time, ladies can say goodbye to padded bust enhancing bras and compressing corset pants as the flattering black dress and skirt both contain revolutionary built-in figure enhancing, ‘inch-pinching’ technology, designed to help the wearer improve their shape without having to buy separate supporting underwear. Clever panels across the hips, waist and bust have been designed to smooth the stomach and hip areas and accentuate the bust.

Fiona Lambert, George Brand Director said: “A prominent bust and hips create the perfect curved figure, however for those without the vital attributes who want to make the most of what they have, help is at hand in the form of the new ‘Tummy Tamer’ dress and skirt, which will help all shapes and sizes achieve the ultimate hourglass figure in an instant.

“There’s no need for women to slave away in the gym or diet to achieve the perfect shape as we should be celebrating our curves not trying to get rid of them. Celebrities that embrace their bodies and are happy and healthy like Alesha Dixon, Leona Lewis and Colleen Nolan are far more aspirational to women than Kate Moss or Cheryl Cole.”

The new collection, available on, is perfectly timed as curves are set to make a comeback in 2010 with the resurgence of plus-sized models on the spring catwalk. As a result George is encouraging women to embrace their womanly curves and make the most of their great figures that have been hidden under their winter woolies.

Both male and female George shoppers highlighted a preference for a curvaceous figure – a significant 72% of male shoppers prefer a full bust, small waist and rounded bottom, whilst 61% of women aspire to achieve the perfect curves, opting for the sexy curves sported by Beyonce, with British favourites, Leona Lewis, Alesha Dixon and Kelly Brook coming out top with Cheryl Cole and Kate Moss coming last.

George linked with leading UK psychologist Dr David Holmes to carry out research into the perfect curve and devise the following calculation to find the perfect curve

Perfect Curve Score Calculation: ((BBD+THR+HWR)xBCL)+BS

Which is defined as: Bust Size + Thigh Ratio + Hip-Waist Ratio x Body Curve Line + Body Symmetry

“Curves and the hourglass figure without fail triggers the male hormonal system, sets pulses racing and play a major factor in the desire stakes of attraction. Men cannot explain why the specific line of the female form is attractive to them. It’s not a juvenile ‘page 3’ fascination, but part of natural evolution. The human curve has come to represent the healthiest and most fertile form, highlighting the most suitable breeding partner and has evolved to be universally attractive to males for that reason. The perfect curve also impacts on other females creating mixed responses of both respect and jealousy!” said UK psychologist Dr David Holmes.

The dress and skirt is available in sizes 8-20 on and all Asda Living stores.

Posted in Press Centre on 12 January 2010