Spanx Now Serving Up Its Shapewear with Side of Feminist Realness
In an effort to keep up with the current “athleisure” trend, compression garment brand Spanx is taking a new approach to its marketing strategy: Feminine empowerment!
In addition to debuting a new line of less restricting bodysuits and pants, the New York Times reports that the body-sculpting brand will slip a ‘message card” into each package, featuring some inspirational, feminist wisdom. One such card reads, “Don’t take yourself or the ‘rules’ too seriously.” And on the back of the new Spanx packaging, “Re-shape the way you get dressed, so you can shape the world!” (You can’t make this stuff up, kids.)
The changes are meant to reflect Spanx’s new, updated goal of “smoothing the body’s bumps and curves [rather than] sculpting or shrinking waistlines or thighs.”
(Currently, Spanx’s e-commerce site tells a slightly different story. For swim and activewear, “Make a splash without making waves!” Bodysuits, “Hide 5 pounds in 5 minutes!”)
“We kept offering reduction, and we heard stories of women coming home at midnight on Saturday and throwing their Spanx out in the garbage,” Jane Singer, Spanx’s chief executive told the Times. “But the whole world’s changed. Now women think: I don’t need to change my shape so much. I just want to be comfortable.”
Forget body acceptance and wearing what we want: Who knew that, all this time, the one thing keeping women from shaping the world was their pricey, uncomfortable underpants? Here’s hoping someone gets the memo over to Hilary Clinton, STAT. No point in being a leader if you haven’t got a great rear view…
More from Yahoo Style:
Spanx CEO Jan Singer on Destigmatizing Shapewear
Models Circumvent Skinny Ban By Wearing Padded Spanx
Size 22 Model Tess Holliday Says Fatkinis Make Her Feel Sexy
