Heist, Commando and Skims are (thankfully) helping to redefine body-shaping underwear for the modern woman by helping to create a base to any outfit for all occasions, wants and needs.
It's not about 'control', it's just about providing functional underwear that makes you feel good.View this post on InstagramA post shared by Zooey Deschanel (@zooeydeschanel) on Feb 19, 2013 at 10:17pm PSTHeist has been a pioneer in this market.
Using technology usually reserved for British athletes, the brand set out on a quest to dismantle what was regarded as the overwhelmingly anti-feminist discourse around shapewear.
The issue, as with the lingerie market at large, was that too often, shapewear was marketed to women through the male gaze, suggesting it.
Read more on msn.com
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