A Shapewear Revolution
If watching Bridgerton showed us anything, it's that the evolution of shapewear is truly something to be thankful for. Launched in 2000 in Atlanta, Georgia, Spanx, owned, and still owned by Sara Blakely made waves in the shapewear industry, launching new styles for all sorts of undergarments and offering women less uncomfortable garments. The company is valued at 1.2 billion and sells its products at retailers around the globe. With another 20 years of apparel experience, they have expanded beyond classic shapewear into swim, activewear, workwear, men's apparel, and more.
Image: via Skims for Ounass.com
Spanx has been in the lead for two decades, but over the past couple of years, new brands have begun to emerge, introducing new ideas and styles to shapewear. My major push for these new brands to emerge has been inclusivity. Women of all shapes and sizes have expressed interest in shapewear that works for their body shape as well as their wardrobe. Interest in new shades is major as well, back in the early 2000s, shapewear often came in shades of fair nude or black. The interest in more shades is big.
Kim Kardashian launched her shapewear company, Skims just four years ago in 2019 and has gained major success, valued at 3.2 billion in 2021. Her brand is carried on the Skims website, as well as retailers like NET A PORTER, Nordstrom, and Selfridges. Inclusivity is a major selling point for skims, offering their shapewear in 9 sizes from xxs to 4x. They also offer 10 different shapewear shades, black, as well as nudes from sand, to espresso, offering a shade to fit anyone's complexion. Like Spanx, Skims has expanded out of shape wear into other categories such as swim, sleep, and loungewear. Skims have become a staple for many shoppers looking for basic pieces to wear daily or shapewear for any style. Skims released new styles often, they launched their Barely There Cut Out on June 11, a bodysuit made specifically for summer dresses with cutouts in the sides and back, making it possible to wear shapewear with the most difficult of clothes.
Image: via Skims for Ounass.com
Kim Kardashian isn't the only celebrity to take a chance with shapewear. Yitty, created by singer Lizzo, is a shapewear company that will launch in 2022 with Fabletic, an athletic wear brand. Yitty aims to be inclusive as well and focusing on body positivity. Yitty offers fewer sizes than skims on their shapewear bodysuits, with 6, 5 of which being combined sizes from xs/s up to 5x. They also offer fewer color options, with two nude shades, black, and 5 colorful shades from pink to yellow.
But unlike Skims, Yitty is also focused on gender neutrality with a gender-neutral line launching in March of 2023. The collection featured binding tops and tucking thongs to help shoppers feel more confident in their bodies.
Image: via Yitty Fabletics
Celebrity shapewear brands have changed the game for inclusivity, one can only wonder if other stars will continue to jump on the shapewear trend like starting makeup brands. And if they do, what’s next for making shapewear more inclusive?
