With bras, knickers, playsuits and even braces selling out, S and M chic appears to have attracted the mainstream consumer.

Sales of British designer Nichole de Carle's ''Onyx'' collection are up by 50 per cent on the week - the designer''s 220 pound ''Dream Catcher'' stretch silk bondage bra and coordinating briefs with play braces 85 pound have virtually sold out as customers fight for a piece of the erotic look made famous by celebrities including Rihanna and Lady Gaga.