In 1998, Sara Blakely was getting ready for a party when she realised she did not have the right undergarment to provide a smooth look under white pants.
Struck by “shear” genius, Blakely grabbed a pair of scissors and cut the feet off her control-top tights. With that snip, she discovered instant smoothing, no panty lines, AND an idea that would not only change her life, but also the lives of millions of women. That idea was Spanx.
While maintaining top reign in the shapewear category (clients can choose from more than 40 innovative styles), the global powerhouse now also offers coveted bras, knickers, hosiery and clothing – all specially engineered with the magic of Spanx built in.
In Blakely’s own words, “Spanx loves a good challenge, and we only make things if we see an opportunity to make it so much better.”
That mission has since been applied to everyday clothing, where the figure-flattering assortment encompasses everything from solid, patterned, and velvet leggings to jeans and pencil skirts.
Of particular note is the best-selling Faux Leather collection, which is designed with a high-gloss fabric that is specially treated to create the illusion of vintage leather. As the brand’s fans already know, the collection is sleek, comfortable, and universally flattering.
Denim is the latest addition to the label. Featuring hand-applied distressing and a relaxed, let-down hem, the newly launched styles have become a fast favourite of the season.
It just goes to show that with a mission of creating better options for women everywhere, the sky’s the limit on what is next for this innovative brand.
For further information, please contact Abigayle Akinpelumi, sales director, Brand Mrkt at email@example.com