Lingerie

Spanx is here!

Thread headed along to the Auckland arrival of the famous shapewear brand Spanx to hear how it came about and take a look in person. Its inventor Sara Blakely is now USA’s first self-made woman billionnaire and has never advertised…

Thread headed along to the Auckland arrival of the famous shapewear brand Spanx to hear how it came about and take a look in person.

Its inventor Sara Blakely is now USA’s first self-made woman billionnaire and has never advertised, prefering instead to get exposure through celebrity endorsement – particularly Oprah – and seeding product onto well-known actresses and letting it speak for itself. It is now legendary and pops up in movies, and of course on the red carpet.

With this in mind, the Auckland agent West Agencies welcomed media onto the red carpet to a boudoir set up to showcase the popular Spanx pieces.

Their mascot is this cartoon of the founder in a femme fatale wearing a backless LBD and of course Spanx underneath. The Spanx on the mannequin is a go-to piece by stars for under eveningwear.

The various products have witty titles, such as Skinny Britches, Spoil Me Cotton, and below, the Slim-cognito…

…and the Bar-llelujah!

Spanx is available in New Zealand at Smith & Caughey’s and leading department stores.

Words and photos, Megan Robinson
8 October 2012

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