Dr 90210 here from Hollywood

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He is the plastic surgeon responsible for some of the world's most famous faces and bodies and these days he is conquering the controlled underwear market.

Dr Robert Rey is Dr 90210, Hollywood's best known plastic surgeon, and taking his credentials from the operating table to the lingerie department.

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Say goodbye to granny pants, the latest shapewear is now sexy and it is a fashion statement.

Dr Rey has launched his own line of shapewear that he claims creates nips and tucks, without the pain of plastic surgery.

More than 44 million people tune in to his reality show on his own life as plastic surgeon to the stars.

But lately he is stitching more fabric than flesh.

"We wanted the garment to do a lot for you," he said.

According to Dr Rey's partner, Aussie fashion designer Bruno Schiavi, curves are in, bulges are out.

"If you're going to wear it make sure you're in the correct size," he said.

"You want it to be firm shapewear you want it to be sculpting."

Thanks to Beyonce and Kim Kardashian, requests for butt lifts have gone through the roof. If you do not want to pay thousands, shapewear is the alternative.

The focus is now behind, not in front. over-sized breast implants are no longer big business.

Related information

Dr Rey will be making in-store appearances at Target stores in Sydney, Melbourne and Brisbane.

NSW: Thursday October 8 - Target, Westfield Miranda, 12pm.

Victoria: Friday October 9 - Target, Bourke St, Melbourne, 12pm.

Queensland: Saturday October 10 - Target, Chermside Shopping Centre, 11am.

For more information, visit www.target.com.au.