Spanx Now Serving Up Its Shapewear with Side of Feminist Realness

In an effort to keep up with the current “athleisure” trend, compression garment brand Spanx is taking a new approach to its marketing strategy: Feminine empowerment! In addition to debuting a new line of less restricting bodysuits and pants, the New York Times reports that the body-sculpting brand will slip a ‘message card” into each package, featuring some inspirational, feminist wisdom. One such card reads, “Don’t take yourself or the ‘rules’ too seriously.” And on the back of the new Spanx packaging, “Re-shape the way you get dressed, so you can shape the world!” (You can’t make this stuff up, kids.) The changes are meant to reflect Spanx’s new, updated goal of “smoothing the body’s bumps and curves [rather than] sculpting or shrinking waistlines or thighs.” (Currently, Spanx’s e-commerce site tells a slightly different story.
In an effort to keep up with the current “athleisure” trend, compression garment brand Spanx is taking a new approach to its marketing strategy: Feminine empowerment! In addition to debuting a new line of less restricting bodysuits and pants, the New York Times reports that the body-sculpting brand will slip a ‘message card” into each package, featuring some inspirational, feminist wisdom. One such card reads, “Don’t take yourself or the ‘rules’ too seriously.” And on the back of the new Spanx packaging, “Re-shape the way you get dressed, so you can shape the world!” (You can’t make this stuff up, kids.) The changes are meant to reflect Spanx’s new, updated goal of “smoothing the body’s bumps and curves [rather than] sculpting or shrinking waistlines or thighs.” (Currently, Spanx’s e-commerce site tells a slightly different story.
In an effort to keep up with the current “athleisure” trend, compression garment brand Spanx is taking a new approach to its marketing strategy: Feminine

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