Spanx, a market leader in shapewear, is looking to shake up the denim business.
The company will launch Spanxsculpt ReDefine, a first-to-market denim collection featuring technology that aims to revolutionize comfort and fit. The collection has been created with Lycra FitSense denim technology, a new fabrication with integrated, targeted sculpting zones that help provide tummy control, thigh shaping, and butt-lifting.
According to the company, Spanx seeks to deliver the innovation for which it’s known, while equipping women with comfort and premium sculpting that has not been generally experienced in denim until now.
Spanx has introduced Spanxsculpt ReDefine denim.
Courtesy of Spanx
In addition, Spanx will introduce the Spanxeffect, an easy way for customers to discover Spanx products across categories that deliver their desired compression level and effect.
Spanx was founded in 2000 by Sara Blakely as a shapewear brand and it has since expanded into categories including activewear, apparel, denim, swimwear, intimates, leggings and hosiery.
Spanx has been in the denim business since 2014. It has continually grown its assortment with additional styles and silhouettes and enhanced washes that incorporate advanced technology to improve fit and comfort.
Spanxsculpt ReDefine denim.
Kenza Safsaf
“For 25 years, Spanx has created innovative wardrobe solutions that support women and complement their dynamic lifestyles,” said Cricket Whitton, chief executive officer of Spanx. “After countless hours studying the denim market and obsessing the combination of fit, comfort, and sculpting technology, we are proud to introduce Spanxsculpt ReDefine Denim. We’re delighted to be first-to-market with this groundbreaking sculpting product that truly delivers on comfort and results for women.”
Spanxsculpt ReDefine integrates Lycra FitSense denim technology into the actual fibers of the fabric to create a sculpting experience. A Lycra fiber core is wrapped with a temperature-responsive fiber and encased in a cotton sheath to preserve the timeless look and feel of denim. Then, through an innovative heat-activation process, targeted sculpting zones are created and “locked” in place, in areas like the tummy, thighs and butt. These zones provide comfortable sculpting and shaping benefits without the use of additional boning, paneling, or hardware.
Spanxsculpt ReDefine denim.
Courtesy of Spanx
At the launch, the collection is available in two styles: Flare and Slim Straight, and two washes: dark indigo and medium indigo. The collection features a functional five-pocket design with a zip fly, button closure and numeric sizing (0-26), marking Spanx’s first denim offering with functional sizing and traditional denim detailing. Spanx will continue to expand the Spanxsculpt ReDefine denim collection throughout the year, introducing new styles, fits and washes.
Both the Flare and Slim Straight styles retail for $158. They will be available exclusively on spanx.com.
Spanxsculpt ReDefine joins a range of products that exist within the Spanxeffect framework and are designed with varying levels of compression made to smooth, shape and sculpt. With the introduction of the Spanxeffect, for the first time the brand is giving a name to the compression levels of its products. Now, customers can more easily shop for and determine their desired result and sensation from the brand’s styles across apparel, activewear and intimates.
The Spanxeffect consists of the following compression levels.
- Spanxsmooth: The brand’s lightest level of compression for a barely there smoothing effect.
- Spanxsupersmooth: Provides light compression for a smoothing effect.
- Spanxshape: Provides medium compression for a shaping effect.
- Spanxsculpt: Provides strong compression for a sculpting effect.
- Spanxsupersculpt: Provides the strongest compression for maximum sculpting effects.
