New clothing line geared to curb unwanted curves

The new range - called Magic - includes jeans, camis, shapers, pantihose and leggings. The secret behind the range is its special garment make-up and fabrication, plus a little bit of Woolies own 'magic'.

Sure to be a hit with women of all ages, shapes and sizes, Magic jeans are said to flatten the tummy by up to 3 centimetres. On the surface, they look and feel like any other Woolworths stretch jeans. There are several styles to choose from, including wide leg and bootleg.

The same goes for the Magic cami, which has secret panels - made from a comfortable cotton stretch fabric - that aims to minimise the midriff and waistline for a slimmer silhouette from bust to hips. Longer than the average cami, the Magic cami, with adjustable straps, won't roll up, either.

Women looking for a little extra help from their lingerie will welcome the arrival of Magic shapewear. And if the term 'shapewear' conjures up images of heavy, uncomfortable foundation garments, they're in for a pleasant surprise. Magic shapewear, including a regular waist shaper, high-waisted shaper, pantihose and leggings, is exceptionally light, cool and comfortable to wear. And with no leg bands and flat seams, it's virtually invisible under clothes.

Like Magic jeans and camis, the secret behind Magic shapewear is its clever construction which features specially constructed panels and special fabrics that slim, smooth and shape problem areas like tummy, midriff and thighs, lift and firm bum, and give an all-over slimmer silhouette.

Magic shapers, pantihose and leggings have hygienic cotton gussets and have also been treated with permanent 'fresh' anti-microbial finish for all-day freshness and added comfort.

Magic jeans and camis will be available at selected Woolworths stores from June; the shapers and hosiery will be launching in July.