First, there was hype around spanx, then there was SKIMS – before there was Lizzo’s Yitty.
Now, thanks to local media personality and actress Thando “ Thabooty” Thabethe, shapewear is a thing you can easily order – along with a meal – on Uber Eats.
Few things give women in figure-hugging outfits more confidence than wearing sexy lingerie.
And if it’s comfortable? Even better.
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“In the past, people might assume that shapewear is more like girdles — something that’s extremely uncomfortable,” Kim Kardashian told Vogue Business.
“I’ve worn corsets for events, I know how uncomfortable it is. That’s not the vibe of what I wanted.”
Her shapewear company, SKIMS, has done incredibly well, becoming a US billion-dollar business during the lockdown.
“SKIMS is one of several new e-commerce-first clothing brands — a group that also includes Heist Studios and Honeylove — to spot an opportunity in the shapewear business, which has for decades been dominated primarily by one company, Spanx,” reports the New York Times.
“Before 2020, when sales of shapewear dropped 30 percent, the category consistently generated just over $500 million in sales a year, or 3 percent of total apparel sales, according to NPD.
“Like other shapewear start-ups, SKIMS was aiming for the younger end of the market.”
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If the Kardashian reality TV star and media mogul’s business is basing its growth projections on going younger, Thando’s shapewear line seems to be about being proudly South African.
Since launching, Thabooty’s has run a marketing campaign including Thando as the face yet also showcasing different body shapes that represent South African women’s diverse beauty
The range, available at Edgars and now on Uber Eats, includes padded tights that cinch your belly while giving you extra shape around the booty, lingerie for small to extra large sizes and corsets with seamless pantylines.
But the world of shapewear can be quite intimidating if you’re not sure what to look for.
For sanitary reasons, underwear is also not returnable or exchangeable, so you need to make sure you get it right the first time.
Getting it right starts with knowing your body shape, says Jet stores. They provide a guide below for each body type:
- ROUND SHAPE
"Your shoulders and waist are narrow, but you have a fuller bust.
Your shapewear challenge: defining your waistline."
- RECTANGULAR
"Your bust and hips are approximately at the same width.
Your shapewear challenge: adding curves in the right places."
- HOURGLASS
"Your waistline is smaller than your hips and bust.
Your shapewear challenge: controlling your curves."
- PEAR
"Your hips and thighs are curvier than the upper part of your body.
Your shapewear challenge: enhancing your bust or controlling your thighs and hips."
- INVERTED TRIANGLE
"Your upper half is more enhanced than your hip-area.
Your shapewear challenge: defining your waist and softening your shoulders."
Shop for your perfect shapewear at Jet or follow Thabooty’s on Instagram.
