In the past couple of years I have watched the Shapewear category go from fundamentals to celebrity status. In the glory days of this trend, it seemed as if Shaping brands were emerging from the woodwork. At the trade shows, this category absorbed multiple booths. I was pretty sure they could not all survive. After all, what percent is this niche to a total lingerie business? Most stores see this niche as a utilitarian need; comfort and fit drive the success stories (and of course, excellent marketing). The hype however, is gone, and so is the plethora of choices. So it was with great expectation that I visited the Body Hush booth at CurveNY last week having learned about this company from several specialty stores. This is a comprehensive brand with four separate shaping collections from light to firm control. Fashion innuendos including lace, print and mesh permeate the assortment giving the entire classification a fresh perspective. Constructed with a seam free technology in proprietary fabrics, styles are available in sizes S-XXXL. “Feels Great” is the feedback I get. Not a shapewear aficionado, I have yet to try it on, but if the reorders they are receiving are any indication, Body Hush has a great future.
“If You Hype Something And It Succeeds, You’re A Genius-It Wasn’t A Hype.
If You Hype It And It Fails, Then It Was Just A Hype” ~Neil Boggart
