Men are trying to emulate the erotic novel Fifty Shades of Grey character Christian Grey in order to take control of their partner’s underwear purchases, a lingerie shop has revealed.
However, they are not quite as smooth as the racy book’s hero, with lingerie stores reporting that men are turning red when browsing the latest laces.
Unlike the male protagonist in the hit novel, few men have an assistant they can send out to buy saucy smalls for their partners.
Real life romeos are hitting high street department stores themselves and buying underwear for their partners.
Men are investing in items traditionally reserved for Christmas gifts such as lacy bra and knicker sets in red, black and purple, which Debenhams have noted are up 63 percent.
Babydoll nighties have seen a 105 percent increase in sales over the last month.
“We’ve seen a huge increase in male customers visiting our lingerie departments, over the last fortnight,” Debenhams Head of Lingerie, Sharon Webb said.
British author E.L. James' Fifty Shades of Grey trilogy has been parked atop the New York Times digital bestseller list for weeks. PHOTO: AFP/RELAXNEWS
“Usually we never see so many men until the week before Christmas when there is a mad rush. They’ve been spotted nervously loitering, their faces 50 shades of red as they try to find the perfect gift for their other halves.”
Although these embarrassed husbands and boyfriends who have taken the first steps into the underwear section, end up baffled and confused when confronted with the vast array of styles and sizes on offer.
“Fortunately our staff are well versed at discreetly coming to the rescue of red-faced Romeos struggling with the huge range of lingerie available in store,” Webb said.
“Since the 50 shades phenomenon men are purchasing more daring pieces. Traditional knicker sales have been surprisingly low, but we have seen a big increase in sales of babydoll negligees, silky underwear sets, thongs, stockings and suspenders,” she added.