Five years ago when the shapewear business was barreling down the wholesale lingerie highway, I wrote an article for The Best of Intima magazine profiling the phenomenon. Two years later we updated our take on this direction. Today, I can say “Only the Best Survive”. Like any hot trend that explodes quickly, the implosion of those who do not understand the legacy of the category is imminent. Shapewear, in particular, is a highly technical business. It requires state of the art diligence on fabric and manufacturing developments. The survivors are the brands that know how to camouflage this expertise with elegance.
It was during the market research for these stories that I had my first exposure with the 65 year old Spanish shaping brand, Janira®. Several of the better boutiques raved about the consumer loyalty to their designs. My first encounter with the products was at Curve last February when the company got my attention with their luxurious leggings. I was intrigued because I live in leggings, but have never found a pair that does diligence quite like my riding tights. So, I stopped for a look. Sleek as they were, I was pretty sure they would never satisfy my needs so; Janira® challenged me with several pairs, Vientro Plano basics and Maya fashion tights. I must say they won the bet. These styles are great, not only in form, but also function. As a result, I decided to explore elements of their core shapewear business and actually tried the Siluetta hi-waisted brief. The result clarifies for me why they are the fastest growing shaping brand in Europe. Shapewear rebel that I am, I must face the music; the years are catching up. Time has schooled me in the wisdom of control.
“The Weak Die Out And The Strong Will Survive. . . . .” ~Anne Frank
