Speedo launches Shapeline for “real” women
Swimwear brand Speedo has introduced Shapeline for women, which it claims is the closest available product to a made-to-measure swimsuit.
Recognising that most women are not 100% happy with their figures and that one size (or shape) does not fit all, its global R&D Aqualab team conducted extensive research into the body shapes of 5,400 women to come up with a more suitable swimwear collection.
The team included three female lingerie experts who between them have more than 60 years of experience within the industry. According to the company, the result is a range that helps women feel confident and comfortable in their swimwear at a time when they can feel exposed and vulnerable.
The body scanning process prompted Speedo to reclassify female body shapes into three categories: bottom hourglass, hourglass and top hourglass and, according to the company, 95% of the women scanned fell into these categories.
It then developed three swimsuit styles to complement and accommodate each body shape. The Bust Shaper (Natasha) was created for the fuller-busted woman, flattering the bust area and balancing the silhouette. The Waist Shaper (Madeline) was designed for women with a straight or hourglass figure to complement natural curves and shape the waist. The Tummy and Hip Sculptor (Maria) was designed to complement the pear-shaped woman.
All styles feature double-layered stomach panels to provide maximum support, nipping in at the waist to accentuate curves and visual signposting to direct eyes to certain areas of the body, to help rebalance proportions. The company uses ultra soft, high-performance fabric to give a smooth, flat appearance and offers multi-way strap positions for comfort, flexibility and a more personalised fit.
