Display At The Las Vegas International Catsuits Lingerie Show

"We're doing very well," says Rose Fivelman, local marketing director for the La Senza brand

. "The timing is perfect. We're more international, more mainstream. People are ready to go into a normal Catsuits Lingerie environment that's bright and contemporary and modern. "Traditionally, South Africans wanted to buy catsuit in a department-store environment or a small, often poorly merchandised boutique." The names of the stores get more and more beguiling. Princesse Tam.Tam is a French range that has been around for about 15 years. Leona Calder, owner of Princesse Tam.Tam in South Africa, says: "There's a growing interest in 'inner-outerwear'. The girls are going to gym, they have good bodies. Wearing Catsuits Lingerie next to your skin, you feel all dressed up." The Catsuits Lingerie trend has also been picked up by Edcon, the country's largest clothing retailer, which has opened 20 Temptations underwear stores. The concept was launched in April, and in October and November 15 new stores were opened. Jon Spotts, chief executive of Edcon department stores division, forecasts the Temptations chain to grow to 40 to 50 stores over the next two to three years. Spotts says Temptations will address weaknesses in the market such as providing fashionable catsuits to women with fuller figures and larger cup sizes as well as items for pregnant women. And then, of course, there's La Perla, which proudly claims to sell the world's most expensive underwear. Yolanda van Tonder has been importing this upmarket range for 15 years. She used to sell through an agency and through other stores, but now has a store in Illovo, Johannesburg, and is planning to open more. "I have regulars who've been coming to buy from me for the past 15 years," she says. One customer bought six bras in each of the different colours of her size, making it 24 bras. (Apparently most customers buy several bras at a time in the required size.) How could she afford it? "Old money," Van Tonder says. Sometimes women will buy a set that costs half their salary and pay it off with their credit card over three or four months. It's not just wives of well-heeled executives and cash-flush working women who buy expensive Catsuits Lingerie. Some young girls use their fathers' credit cards. Some mothers buy for their daughters. Her youngest customer yet was a baby, who had special La Perla babywear imported by her parents when she was born. Evidently the boundaries have nothing to do with age, only income. A frill and lace revolution may be upon us. Women may argue this is long overdue. Men may argue it even harder. PERKY ASSETS: A costume spiderman model displays some of the upmarket underwear items that have made a big impact on the South African market

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