It's time to really shape up

PUBLISHED : Friday, 25 March, 2011, 12:00am
UPDATED : Friday, 25 March, 2011, 12:00am

It's the body you can have without going under the knife or heading to the gym. Those perfect celebrity figures you see on the red carpet have a secret weapon - shapewear - a 21st century version of the old fashioned corset.

Triumph's Shape Sensation collection provides form-fitting pieces that transform women's body contours. The contemporary designs have been crafted from the latest hi-performance fabrics using seamless sewing technology. Its super-thin and lightweight fabrics offer incredible stretch and support with a sensual finish that eliminates unwanted cling. It moulds the body shape by firming, flattening and lifting - highlighting contours and spotlighting curves in all the right places. Sleek lines and flirty, sheer cut-outs create the perfect silhouette.

Maidenform, which claims 31 per cent of the United States shapewear market, has seen its shapewear business increase by an average of 15 per cent since 2005. 'Today, only two women in 10 own a shapewear product,' says Maidenform CEO Maurice Reznik. 'But, as consumers discover the magic of shapewear, they become advocates and educate more women.'

Celebrity devotees Gwyneth Paltrow, Jessica Alba, Lady Gaga, Rihanna, Beyonce and Oprah Winfrey have also sparked a rise in the popularity of shapewear.

Maidenform's Flexees shapewear range includes the Wear Your Own Bra collection that has been designed to eliminate bra bulge, improve posture and shape the waist to enhance your appearance under clothes. Choose from light control for everyday use or firm control for special occasions. Instead of having one shapewear undergarment, Spanx works by layering to produce the desired amount of control. Up to three garments can be layered at one time. The In-Power line features tummy and hip panels and compression zones.