Knix is changing the shapewear scene with its powerful campaign intended for real women with real curves.
This type of foundation garment helps create the illusion of sleeker curves by creating a smooth silhouette that sculpts the figure to highlight women's natural curves.
Now, despite the tight competition in the market, the global intimate brand, known for its sustainable underwear, released its newest line of shapewear dubbed as the "Love Your Shapewear" collection.
Being its first-ever shapewear line, Knix wanted it to have a positive impact on women.
Veering away from the typical skinny and tall models, the brand used images showcasing women's unique features regardless of their size and ethnicity.
Over their official Instagram account, Knix introduced their latest collection, highlighting their "mission" to influence and inspire women to enjoy and live their "unapologetically free."
"We are an intimate apparel brand on a mission to inspire all people at every age to live unapologetically free. This is the line that drives us at Knix. It's what drives us to keep creating innovative products that help us navigate the world while feeling absolutely unstoppable," the caption reads.
In addition, it shared that 25 percent of their clients requested them to create a line that would address their body concerns alongside the company's objective--" to make sure we were not only being true to ourselves, but being true to you."
Moreover, Knix also pointed out its main focus, and that is "comfort first, not contortion."
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Emphasizing on self-love and celebrating one's individuality, the company's founder & CEO, Joanna Griffiths, explained to Modesoul.com that using shapewear is not concealing the flaws but feeling confident about yourself.
Moreover, with just a piece of fabric as shapewear, they can be able to help "transform this narrative to empower women to embrace their body versus trying to shrink it."
The "Love Your Shapewear" collection offers 18 designs that address every type of body concerns.
Made from the brand's superior fabric technology, it showcases smoothening compression without leaving that extremely tight feeling.
Specifically designed to target the mid area by creating a smooth and sleek waistline and hugging the stomach and lower back with comfortable compression.
Retails for $45, this is equivalent to Knix's boy short style, as it sits comfortably at the natural waist, plus it comes in six colors, catering to various skin shades.
As for the sizes, it ranges from small to triple extra-large.
This resembles a one-piece swimsuit, which is perfect for tight dresses as it targets the front and back mid-section as well as the bum area. The shaper bodysuit retails for $98.
The High Rise Shaper Short is Knix's take on the trendy biker shorts, which can double as shapewear and as outside clothes, as mostly seen on Hailey Bieber and Kendall Jenner.
For $55, you can get high waist compression shorts in six shades.
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