Usually when something like this comes into the HuffPost UK Lifestyle inbox, we roll our eyes and press delete. But when we heard that John Lewis (a shop we practically live in) had conducted its first ever Shop, Live and Look report looking into underwear preferences in Britain, our curiosity was piqued.
The comprehensive review of British shopping habits found that London is the small boob capital of Britain - women are 6% more likely to buy push-up bras. We're also an unadventurous lot when it comes to colour - black is the undie colour of choice.
The Welsh on the other hand have no problem being bold - they are 19% more likely to choose red lingerie.
Considering northern women don't mind going out in tiny dresses and nowt else (unlike southern women who stop resembling women in the winter and look like shambling old men weighed down by coats and chunky scarves), we're not shocked that the north west is where thongs and G-strings are more popular than the national average.
The north east prefers a mix of saint and sinner - white, lacy numbers are most common and it is also the region most likely to buy suspenders (45% higher than average) and leopard-print undies (96% higher).
When it comes to control underwear, the Scottish are a whopping 35% more likely to buy some than anywhere else. They are also as big bosomed as the rest of the north - both tend to buy more larger cup sizes.
While the rest of the country has long since said sayonara to corsets, the south west are 98% more likely to go for a basque, while the Midlands have a penchant for lingerie tape. Maybe it's all those backless dresses?
The east of England really has to liven its undies drawer up however - three-pack Sloggi briefs sell like hotcakes there.
Jo Hooper, head of womenswear at John Lewis, commented: “In lingerie, women tend to decide between either function or form. More important than any other factor though is fit. With half of all bra sales coming from our free lingerie fitting service, whatever bra our customers choose they want a bra which fits perfectly.”
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Corset in boned, stretch knit, with elastic, adjustable garters. Around 1910. CHANTELLE ARCHIVES Panty in embroidered lace. F/W 2012. LISE CHARMEL ARCHIVES
"Maintien-gorge" (bust supporter) in stretch knit, fastening in front with mother-of-pearl buttons, a laced back, and ribboned straps in cotton sateen. Around 1905-1910. CHANTELLE ARCHIVES Waist-cincher with garter belt, in boned stretch knit. Around 1905-1910. CHANTELLE ARCHIVES
Bust-supporter with open cups, in cotton sateen and fleshtoned lace. 1930’s. LEJABY ARCHIVES Brassiere without underwire in flesh-toned cotton sateen. Adjustable straps. 1939. LEJABY ARCHIVES High-waisted girdle in "fully-fashioned" stretch knit, with reinforced stitching, boning at the hip level, and garters. 1940’s. CHANTELLE ARCHIVES "Pregnancy belt", in stretch knit, with adjustable panel and garters. Fastening in front. 1930’s. CHANTELLE ARCHIVES
Bustier without underwire in flesh-toned cotton sateen. 1955/60. LISE CHARMEL ARCHIVES Bra with underwire, in flesh-toned cotton sateen. 1955/60. LISE CHARMEL ARCHIVES Girdle in stretch jacquard tulle, reinforced with cotton sateen, without boning, with removable garters. 1949. CHANTELLE ARCHIVES
Bra with underwire in navy blue nylon, with upper cup in pleated white nylon. Adjustable back and straps. 1950’s. LOU ARCHIVES Boned bustier in white nylon, including an underwire bra, with stretch back and adjustable straps. 1950’s. LEJABY ARCHIVES Garter belt in navy blue nylon lace, edged with white « perforated » embroidery and navy blue ribbon. Late 1950’s/early 1960’s. EMPREINTE ARCHIVES Garter belt in navy blue nylon lace. 1960. SIMONE PERELE ARCHIVES Merry-widow in navy blue nylon lace on a white ground, and underwire bra. Garter belt underneath the skirt. 1960. SIMONE PERELE ARCHIVES
Balconnet bra in white and silver (lurex) striped cotton, with adjustable straps. 1973. SIMONE PERELE ARCHIVES Underwire bra in grey and pink nylon with flower print. 1960’s. EMPREINTE ARCHIVES Girdle-Garter Belt in floral-printed fabric with doublereinforced front panel. 1960’s. EMPREINTE ARCHIVES Girdle-panty-garter belt in coral-toned jacquard tulle, with scalloped, reinforced front panel. 1950’s. LOU ARCHIVES Open girdle with integrated garter belt, in floral-motif tulle, with white satin insert and boning in front panel reinforcement. Removable garters. 1959. BARBARA ARCHIVES Girdle-garter belt in grey and pink nylon, with front panel reinforcement in grey nylon lace. 1963. LOU ARCHIVES
Underwire bra in pink and white striped cotton. 1988/89. PRINCESSE tam.tam ARCHIVES Bouffant panty in pink and white striped nylon. Early 1960’s. EMPREINTE ARCHIVES Bra without underwire, in pink gingham (cotton), with adjustable straps. 1960’s. AUBADE ARCHIVES Garter belt in pink and white striped nylon. Early 1960’s. EMPREINTE ARCHIVES Panty in pink gingham (cotton), matched with the aforementioned bra. 1960’s. AUBADE ARCHIVES
Underwire bra in printed polyamide, with adjustable straps. Late 1960’s. LOU ARCHIVES Slimming longline panty in stretch polyamide. 1970. CHANTELLE ARCHIVES Combination longline panty, backless, with underwire bra, in nylon lace. 1960’s. EMPREINTE ARCHIVES Ivory-toned romper. 1960’s. BARBARA ARCHIVES
Bra in brown jacquard tulle, with adjustable straps. Early 1970’s. LOU ARCHIVES Shaping panty-girdle, with removable garters, in flesh-toned stretch polyamide. Early 1970’s. AUBADE ARCHIVES Shaping panty-girdle with double-reinforced front insert panel in embroidered satin, with removable garters, in white stretch polyamide. Early 1970’s. BARBARA ARCHIVES
Bra without underwire, backless, in Nile green nylon lace. Early 1970’s. AUBADE ARCHIVES Bra without underwire in yellow nylon lace. Early 1970’s. LEJABY ARCHIVES Bra without underwire in turquoise nylon lace. Early 1970’s. EMPREINTE ARCHIVES Bra without underwire, backless, in "mother-of-pearl" nylon lace. Early 1970’s. AUBADE ARCHIVES
Black bodysuit in polyamide and Lycra® fiber. 1980’s. AUBADE ARCHIVES Underwire bra in molded Noyon lace. 2012. BARBARA ARCHIVES Bodysuit in cotton and Lycra® fiber, with integrated underwire bra. F/W 1989/90. PRINCESSE tam.tam ARCHIVES Bodysuit in Lycra® fiber knit. S/S 2012. IMPLICITE ARCHIVES
Flower Push-up strapless bra in microfiber and lace. 2006. PASSIONATA ARCHIVES Bustier, in white cotton and lace. 1980’s. LOU ARCHIVES Camisole in absinthe-green embroidered tulle. 2005. PASSIONATA ARCHIVES White panty in lace and Lycra® fiber. 1980’s. AUBADE ARCHIVES Romper in white lace. 1980’s. AUBADE ARCHIVES
From left to right, and from top to bottom: Balconnet bra with dot-print cups and upper-cups edged in Calais lace. 2011. LEJABY ARCHIVES Balconnet bra in white kidskin. LISE CHARMEL ARCHIVES Underwire bra in white cotton with black dots. S/S 1989. PRINCESSE tam.tam ARCHIVES Balconnet bra in black cotton with white stripes. 2010. PASSIONATA ARCHIVES Tap pant in ivory-toned silk with dot and stripe print. 1980’s. LOU ARCHIVES Black garter belt. S/S 2011. IMPLICITE ARCHIVES
From left to right and top to bottom: Flesh-toned, invisible thong. CHANTELLE ARCHIVES Anthracite-toned thong. S/S 2012. IMPLICITE ARCHIVES Thong from the "Attitude" line. 2005. LOU ARCHIVES Seamless thong. 2012. BARBARA ARCHIVES Thong in striped cotton. 2002. LOU ARCHIVES Thong in striped cotton. 2007. LOU ARCHIVES Thong in brown polyamide and harlequin stripes. 2004. LOU ARCHIVES
Flesh-toned bra with pre-formed cups and transparent straps. 2001. PASSIONATA ARCHIVES Invisible, flesh-toned bra with molded cups. S/S 2010. IMPLICITE ARCHIVES Flesh-toned bra in polyamide and Lycra®, with soft, preformed cups. 1972. CHANTELLE ARCHIVES Bra in white microfiber. 1980’s. BARBARA ARCHIVES Flesh-toned bra with soft, pre-formed cups. 1995. LEJABY ARCHIVES
Balconnet bra in embroidered tulle (embroidery from Gian Luigi Locatelli). 2005. CHANTELLE ARCHIVES Molded balconnet bra with appliqué tattoo-effect lace. 2001. LEJABY ARCHIVES Shorty in plain tulle with color-matched embroidery that is then printed with different colors for a tattoo effect. 2011. CHANTELLE ARCHIVES
Bra with molded cups and exclusive lace design. 2012. LISE CHARMEL ARCHIVES Bra with molded cups and exclusive lace design shot through with silvered metallic pieces. 2012. LISE CHARMEL ARCHIVES Two-piece Merry-widow in brown and black polyamide, polyurethane, polyester and elastane. 2008. SIMONE PERELE ARCHIVES
Bra with molded cups and exclusive lace design shot through with silvered metallic pieces. 2012. LISE CHARMEL ARCHIVES Balconnet bra in embroidered lace emulating Tweed. 2012. LEJABY ARCHIVES Underwire bra in "Nightfall" shades of inky blue and black. F/W 2011. IMPLICITE ARCHIVES
Underwire bra in cardinal red. 2012. SIMONE PERELE ARCHIVES Shorty in white lace. Still in production since 2008. BARBARA ARCHIVE Bra with printed, molded cups, covered in multicolored, embroidered tulle. 2002. LEJABY ARCHIVES Shorty in embroidered lace. F/W 2007/08. BARBARA ARCHIVES
Underwire bra in Royal Blue lace. 2012. BARBARA ARCHIVES Bra with molded cups and invisible straps, embroidered with white lozenges, creating a tattoo effect. 2002. LEJABY ARCHIVES Bandeau bra with hidden underwire in microfiber stretch knit and Textronic lace. F/W 2011/12. PRINCESSE tam.tam ARCHIVES Shaping Brief in polyamide with lace inserts. Late 1990’s. PASSIONATA ARCHIVES