Dement magnetic lingerie from £165, exclusively at Selfridges

It's been the bane of men's lives for centuries, but finally Selfridges, the world's best department store puts an end to man's struggle with the tricky bra hook, announcing the launch of the UK's first magnetic lingerie.

'Dement' (meaning 'insane' in French) is the brainchild of Parisian designer Laetitia Schlumberger. The collection boasts all the allure of French lingerie, with the function of tiny, almost invisible magnets placed at the crucial junctures, which replace the traditional, and often tricky, hook and eye.

Dement's 'Dentelle' black lace bra and briefs set £165 and Charment navy bra and briefs set £169 will launch in Selfridges' stores and online this week, available in sizes small, medium and large. Four further sets by Dement have been ordered to arrive in January, ahead of Valentine's Day, priced between £165 and £259

With 80 per cent of Selfridges' Christmas Eve shoppers expected to be unorganised men who have left Christmas present buying until the final hour, Dement offers a win win – an instant head start in bedroom theatrics, oozing with French allure and thanks to its snap off facility, guarantees an easy time in the boudoir regardless of how many glasses of Champagne later they find themselves unclasping the woman of their dreams.

This season's lingerie mantra is 'the more adventurous the better' with sales of the sexiest lingerie designs up 50 per cent on the year (2010 compared to 2009) at Selfridges. The UK lingerie market is worth £2.59 billion, with women investing more than ever on luxury labels. This season, Selfridges' average lingerie spend is up by 20 per cent on risqué brands including Agent Provocateur and Myla

Helen Attwood, Selfridges' Head Buyer for Lingerie said: "While fumbling to unhook a bra strap is a romantic comedy cinematic cliché, it can actually be quite a passion killer. This new magnetic lingerie is not just easier to use, but also the biggest innovation in the underwear market for years. Those moments wasted with the bra fumble can now be put to much better use."