C‘It was a time when it shapewear It was synonymous with constraint. A garment to be inserted under ceremony clothes, to be kept hidden, designed to hide excessive curves. But In 2019 something changed: Kim Kardashian Lancia Skims and, since then, the modeling intimate is no longer the same. From emergency solution it has turned into global trendin a boss to be proudly shown, as well as a real commercial revolution. And cultural.
Today The modeling body is the protagonist of the wardrobe (not only underwear) and redefined the relationship between fashion, body and identity. Skims’ success shows it: the company, evaluated over 4 billion dollars, has grown exponentially, conquering Millennial and Gen Z with an unprecedented narrative and an aesthetic that merges comfort, inclusiveness and style.
Skims, the case that changed everything
More than a brand, Skims is a phenomenon. Five years after the launch, it became The absolute reference point in the world of Shapewear. In addition to dominating the category (according to the Bof-McKinsey State of Fashion Report 2024, Skims is the brand with the highest brand awareness and purchase intention in the sector), has redefined the purpose of the product itself: no longer just contain, but to dress and enhance. The lines have expanded – lingerie, loungewear clothing, basic leaders, bodywear “day” – and communication has also changed: international testimonials, viral campaigns, collaborations with the NBA and F1, up to the last novelty: A facial mask Signed Skims. It is the sign of a horizontal enlargement, where The “Shapewear” brand turns into the Lifestyle brandconfirming one’s influence.
Skims, the Kim Kardashian brand who made school.
The numbers of the Shapewear: an ascent market
Behind Skims’s success there is a market that shows no sign of stopping. According to Mordor Intelligence report, the Shapewear sector reached 2.48 billion dollars in 2025 e aims to exceed 3.1 billion By 2030. Growth and North America is leading growth, but also Europe (including Italy) is experiencing a new wave of interest. The reasons? The growing attention to physical well -being, Normalization of the real bodybut also the multiplier effect of social media: on Tiktok, video with The hashtag #shapewear They pass the billion views, between Try-on Haul, reviews and styling tutorials. In this new ecosystem, Shapewear is no longer intimate: but visible, public, a message of affirmation.
The modeling underwear brands to know
If Skims It is the giant, the panorama is not without competition. Spanx, pioneer in the sector, has relaunched its image to conquer a new generation of consumers. Among the new players, the Californian brand Honeylove It stands out for an elegant and engineered aesthetic, also perfect post-partum. Heist Studios, London brand with a minimal spirit, he built a faithful community thanks to a body-positive communication. Among the historical brands, Wacoal And Triumph maintain solid market shares thanks to their reputation in terms of fit and comfort, while Yitty, The line launched by Lizzo in collaboration with Fabletics is positioned as a pop and inclusive alternative. The most recent trend? The hybridization between Shapewear, Activewear and Loungewearwith garments that adapt to everyday life.
The confirmation of the trend: the return of the band Dress among the celebrities
Shapewear also reported in vogue an old acquaintance: the bandage dress. Symbol of the 2000s, the adherent dress that wraps the curves returns to the catwalks and wardrobe, but with a different spirit. If first he evoked rigid and inaccessible aesthetic standards, today is reinterpreted with new proportionsnew fabrics and above all new intentions. Thus reversing the scheme once and for all: the container underwear is cool, so as to inspire the looks of the celebrities.
Hailey Bieber rides the Shapewear 2025 tendency at the Fashion Trust US Awards 2025. (Photo by Stefanie Keenan/Getty Images For Fashion Trust Us)
Stars like Dua Lipa, Emily Ratajkowski And Hailey Bieber They wear it in a modern key, celebrating the shapes of their bodies, now more trendy than ever. The message is thin but powerful: being bandage no longer means being imprisoned, but simply choosing how to show yourself.
In 2025, Shapewear is no longer a secret to hide under the dress. After shaking every stigma off and conquering the catwalks, instagram feeds and investors wallets, the question remains open. Are we the one who changes shape, or is it the fashion that is changing us?