I’m a proud feminist and believer in the importance of celebrating our bodies. Here at GLAMOUR HQ, we’re asking whether shapewear and feminism need to be mutually exclusive?
The point is, shapewear is my choice, in the same way somebody criticising me directly for wearing it would infringe that. As shapewear brand Heist’s VP of marketing Hannah Craik says: "To date, headlines have shamed women purely on the basis that they wear shapewear - which is entirely reductive. The reality is, we're all a product of the society in which we live.
What I do have a serious problem with is body shaming, and the expectation on women to look a certain way. And I’m acutely aware of the fine line we walk between that and this discussion. On Kim’s Instagram most comments were directed at the name nightmare, but some added their thoughts on her advertising shapewear in general. @miranda_kelly17 posted “shoutout to all the times growing up people saying it’s okay to look different…apparently not. If you don’t look like here, buy her shapewear…makes total sense. We want everyone to look the same in 2019.
She continues: "We are often asked whether shapewear is anti-feminist, and for us, just like with make-up, it's about having a choice over your appearance." Which is undeniably true, but when shapewear is targeted at trying to sculpt us dramatically into a different size altogether that’s a worry. And I think Kim’s line does insinuate this to a degree, as her images imply certain identical body-forms being the ultimate product goal.
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