GONE are the Kath and Kim days when every woman was proud to show off her "muffin top". Business is booming in the granny style underwear that Bridget Jones made famous, but some health experts believe control briefs could be bad for women.
Today, Bonds launches a new control range line, adding to the growing market of plus-size fashion catering to larger women.
In the past, fashionistas were too ashamed to admit they had a pair of the ugly beige knickers hiding in the lingerie draw.
But now thanks to companies adding a touch of style, Australia is seeing a resurgence in control briefs.
Myer stores are stocking up in the under garments now boasting several ranges.
"This (popularity) didn't happen overnight," Mitch Caitlin, Myer spokesman said.
"This has been happening steadily.
"There's always been strong business for it but it's getting more attention."
In the UK, where Bridget Jones proudly sported her bodysculpting undies, a leading retailer is selling about a million items a year.
Bonds predicts its new range, Shapewear, will be popular with the younger market who are fashion conscious.
"The popularity of Shapewear is a function of many influences - Bridget Jones, the notorious Kath and Kim muffin top, and the fact that Hollywood and celebrities in general are sharing their 'red carpet secrets'," a spokeswoman said.
"Shapewear is often reserved for special occasions only with that 'Ahhhh' factor playing a big role when you remove them at the end of the night."
But the slimming-style underwear have been labelled a " Band-Aid" approach to the growing obesity epidemic.
Women who try to cover up their pot bellies and muffin tops are actually suffering from problems such as weak abdominal muscles, which are linked to incontinence, back problems and prolapse of the womb.
Author and lecturer in health at the University of NSW, Martha Lourey-Bird, said women should be doing pilates and core strength exercises to get rid of the tummy.
"The concern with this type of underwear is it's like a Band-Aid," she said.
"The rates of obesity are increasing and rather than fixing the problem ... we are covering it up."