UK supermarket Asda has launched a new figure-enhancing dress and skirt called the Tummy Tamer under its George range of clothing.

The company said its black dress and skirt both contain built-in figure enhancing, 'inch-pinching' technology, designed to help the wearer improve their shape without having to buy separate supporting underwear.

Panels across the hips, waist and bust have been designed to smooth the stomach and hip areas and accentuate the bust, a statement added.

Fiona Lambert, George Brand Director said: "A prominent bust and hips create the perfect curved figure, however for those without the vital attributes who want to make the most of what they have, help is at hand in the form of the new 'Tummy Tamer' dress and skirt, which will help all shapes and sizes achieve the ultimate hourglass figure in an instant.

"There's no need for women to slave away in the gym or diet to achieve the perfect shape as we should be celebrating our curves not trying to get rid of them. Celebrities that embrace their bodies and are happy and healthy like Alesha Dixon, Leona Lewis and Colleen Nolan are far more aspirational to women than Kate Moss or Cheryl Cole."

The dress and skirt is available in sizes 8-20 on and all Asda Living stores.