Doubts over anti-cellulite jeans

Miss Sixty's jeans contain an 'anti-cellulite serum'

It sounds like the answer to many women's prayers - jeans which can smooth away cellulite.

The Miss Sixty clothing company has introduced a range of jeans, trousers and skirts which it claims can smooth away cellulite.

But experts have dismissed the claims as a "cynical marketing ploy".

Norman Waterhouse, of the British Association of Aesthetic Plastic Surgeons exercise was the only way to beat 'orange peel thighs'.

There is no evidence that anything is better at reducing cellulite than going to the gym three times a week Norman Waterhouse, British Association of Aesthetic Plastic Surgeons

Cellulite is thought to affect around 90% of women over 30 in Britain.

It forms when the thin layer of tissue between the fat cells, often just a few cells thick, become more fibrous - like a scar.

These fibrous areas then start to pull together around the fat, causing the tiny dimples and irregularities typical of cellulite.

Because everyone has fat cells, women of every shape and size can develop the characteristic 'orange-peel' skin.

The formation of cellulite is closely linked to the effects of hormones in the body, especially the female sex hormones

'Speechless'

Miss Sixty claims that its clothes contain an "anti-cellulite serum" called Skintex made from retinol.

Retinol is a derivative of vitamin A which is used in many skincare products to stimulate collagen production.

When the wearer of the jeans moves, the friction makes the Skintex capsules burst. This releases cream which is then absorbed into the skin.

Miss Sixty says the serum will remain in the fabric for up to 40 washes - as long as the clothes, which cost from £60 to £85 - are handwashed.

But Norman Waterhouse, president of the British Association of Aesthetic Plastic Surgeons, described the claim as a "marketing ploy".

He said: "I am speechless. I'm also amazed they can market these clothes in this way.

"There is no evidence that anything is better at reducing cellulite than going to the gym three times a week."

He added: "It looks like a cynical marketing ploy to get people to buy their clothes."

A spokeswoman for Miss Sixty said: "The clothing contains micro capsules that release the serum as you wear the clothes.

"We are saying that Skintex is designed to reduce cellulite. We're not saying it is the only thing you have to do."

However, the company has said it will not be reissuing the line next season.