Shape slimming Spanx are moving into full-body coverage with a line of denim debuting this July.
Company founder Sara Blakely has said that women often ask her for all-over Spanx, but so far, she is focused on tackling one body part at a time, starting with bottoms.
According to WWD, Blakely said, “I see Spanx as a lifestyle brand that is delighting women in making things fit better and feel better on the body and not just through compression.” She added, “We’re known for making you look thinner and more toned, but it can just be about a better cut and fit.”
The brand will offer two styles of jeans, one higher cut with a wide waistband, side zip and a 10.5-inch rise, called the Signature, and another called the Slim X, a traditional five-pocket jean with a stomach control panel and a 9.25-inch rise. Both will be available in skinny, straight and boot-cut fits, and, according to a brand rep, the jeans have “patent-pending hidden shaping features that create a perky rear and all-around slimming fit.”
Spanx jeans will retail for $148, putting them roughly in line with designer denim brands like Paige and 7 For All Mankind in terms of price point.