Cinderella's wardrobe may be brimming with ornate glass slippers but it's her classic hour-glass figure women are lusting after.
The new Disney film, starring British actress Lily James in the title role, has helped spur on a revival of the shape-shifting garment according to The Sunday Times.
The new trailer for the rags-to-riches fairy tale sees 25-year-old Lily flaunt an enviably tiny waist thanks to the help of an icy-blue corset dress complete with floor-skimming puffball skirt.
One leading retailer of the traditional, steel-boned women's corsets, What Katie Did, has seen sales of the garment grow by 50 per cent in the past three months.
While online auction website eBay has reported sales of the more modern corset rise by 54 per cent since December.
Esher-born Lily, who is dating former Doctor Who star Matt Smith, 32, recently hit back at claims that movie makers had digitally altered her figure.
She says her minuscule waist is achieved by wearing an ultra-constricting corset and by consuming a liquid diet.
Lily told E! News: 'When [the corset] was on we would be on continuous days, so we wouldn't stop for lunch or a lovely tea —you'd be sort of eating on the move.
In that case, I couldn't untie the corset. So if you ate food it didn't really digest properly and I'd be burping all afternoon in and it was just really sort of unpleasant.
'I'd have soup so that I could still eat but it wouldn't get stuck.'