Brands spot demand for shaping sportswear

Shapewear brands are expanding into sportswear as the demand for body-sculpting leggings, bras and tops grows.

Speaking to Lingerie Insight, experts in the field said they have spotted a gap in the market for shapwear that can be worn at home, at work and to the gym.

Magic Body Fashion managing director Linda Leestemaker said: “We have launched an activewear programme that is all about shaping. Our Yoga Essentials range includes a bra top and yoga pants designed to shape the stomach and thighs.”

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The capsule collection, which also includes a jump rope and towel, is designed for all active women who want functioning fitness wear, which also holds and shapes a defined and flattering silhouette.

Maidenform commercial director for the UK and Ireland Jane Denereaz said her brand has led the way in offering everyday shapewear.

“Some of the key styles in our range include shaping leggings and camis, which appeal to both leisurewear and everyday wear. They not only offer style, but excel in comfort and control.”

Meanwhile, Brazilian brand Esbelt has launched a waist trainer designed to reduce inches from the waist and define curves during exercise.

The waist trainer has been made used fused latex and cotton to provide high compression benefits while remaining flexible enough to allow for movement.



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