UK department store retailer Debenhams says its sales of nude shapewear have risen 99% in the past four weeks.

The company reported "a consistent rise" in sales of flesh coloured lingerie since the onset of spring.

Debenhams head of lingerie buying and design, Sharon Webb, said: "It's no surprise that British women are opting to go nude - it makes perfect sense at a time when we are all watching our pennies.

"We stock a huge choice of natural colours, from cream and beige, through to taupe, tan and chocolate. These aren't just plain t-shirt bras, but include detail such as jacquard, lace, memory foam moulds and a wide range of control wear in natural shades.

"We are seeing some customers buy two, three or four new bras at a time, in varying shades of neutral rather than the traditional black or white everyday choices."

In a survey of 1000 shoppers, 66% of women said they would opt for flesh coloured lingerie when shopping. This was reflected in a 72% sales increase across all nude styles compared to this time last year, Debenhams added.