Indian shapewear brands clamour to tighten your waist and cinch you, inch by inch

The success stories of Spanx and Skims have made shapewear quite hip—and it’s true for India, too. A Google search for “shapewear in India” results in hundreds of options, including shapewear specialists like Dermawear, startups like ButtChique and The Active Story that started in 2020 and 2023, respectively, intimatewear labels like Nykd by Nykaa Fashion, older brands like Zivame and Clovia, international brands like Marks & Spencer and smaller brands in online marketplaces. There are tummy tuckers, sari shapewear, bodysuits, shaping dresses, 4-in-1 shapers for the stomach, hips, back and thighs, and colours that go beyond the beige, with prices starting from `250 to `7,000. So, is everyone wearing shapewear?

Not as many as should, says Abhishek K Kumar, CEO of Dermawear. “In comparison to the global usage of such products, we have only scratched the surface. India still has a long way to go to adapt shapewear in daily life, which underscores the opportunity the market presents.” He that is not keen on loose petticoats and pinching drawstrings. It entered the shapewear segment with high-compression garments targeting occasion wear; that is close to 10% of its portfolio now. She says, “Today, shapewear has moved from thicker fabrics to high-compression thin fabrics. It is also being looked at beyond occasion wear.” She says people now want outerwear with shaping function, like a knit top that shapes the abdomen.

Shapewear as outerwear is a Kim K-fuelled trend but it’s not new. The concept of shapewear is as old