Shapewear brands are reinventing themselves in the age of inclusivity.

Shapewear brands are reinventing themselves in the age of inclusivity. As young consumers continue to lead a wave of body inclusive marketing, calling on advertisers to ditch photoshopped images that depict aspirational views of the body, shapewear brands are evolving their messaging. The terms “fixing, hiding, or slimming” are out, and conversations have shifted to prioritize “comfort or support, and promot[e] confidence while creating a seamless silhouette regardless of shape,” according to Kayla Marci, a market analyst at retail market intelligence company Edited. Shapewear brands are also entering new fashion categories to show consumers that clothing doesn’t have to be all about “tucking in” and “slimming down.” Yummie, Leonisa, and Shapermint now offer a range of compression levels and are creating more versatile styles that can be worn for various occasions; Kim Kardashian’s Skims has expanded its shapewear offerings to include loungewear and pajamas; Spanx now sells leggings, activewear, swim, and menswear. YPulse’s fashion and style research found that comfort is young shoppers’ main priority (even post-quarantine), and shapewear brands have a major opportunity to show up for consumers whether they’re working from home, going into the office, or going out. (Modern Retail)