"Mad Men" stunner Christina Hendricks inspires women to wear fuller undergarments. Photo courtesy of AMC
Retailers are hailing the return of "big knickers" -- and "Mad Men" may be responsible (in case your boyfriend needs someone to blame), the Daily Mail reports.
The retro lingerie worn by the likes of Christina Hendricks has inspired a new demand for high-waist panties, according to the paper.
A recent survey reportedly found that sales of large panties have risen by 42 percent in just three months, while Figleaves has seen a 28 percent increase, and Rigby & Peller (which made Bridget Jones' infamous "big pants") has had a 15 percent increase.
Both retailers tell the Daily Mail that they are selling roughly two pairs of fuller briefs for every thong.
"This season big is definitely beautiful," Rigby & Peller creative director Nicky Clayton tells the paper. "They are sexy as well as comfortable.
"There is now more detailing: lace, ruffles and accessories that accentuate rather than just cover up what can be a lady's best asset. It's been championed by the underwear-as-outerwear look.
"Women want glamour as well as comfort now and G-strings are definitely being squeezed out by this trend."
"We have seen a big shift away from the skimpier shapes," adds a Marks & Spencer spokeswoman.
"Gone are the days of the off-white Bridget-Jones-style knickers."
Thank goodness for that. Now, who's going to break the news to poor Sisqo?
In related news, "Mad Men" designer Janie Bryant is teaming up with Maidenform.