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SPANX, ALL OVER: Women often ask Sara Blakely for full-body Spanx, and while the company founder envisions dressing women head to toe, she is sticking to one body part at a time. Next up: denim jeans, making their debut in July.
“I see Spanx as a lifestyle brand that is delighting women in making things fit better and feel better on the body and not just through compression,” Blakely said. “We’re known for making you look thinner and more toned, but it can just be about a better cut and fit.”
This story first appeared in the June 11, 2014 issue of WWD. Subscribe Today.
Spanx will offer two styles of jeans: the Signature, a high, wide waistband with a side zipper designed for a smooth fit and a 10.5-inch rise, and the Slim X, a traditional five-pocket jean with a stomach control panel and a 9.25-inch rise. They will be offered for $148 in skinny, straight and boot-cut silhouettes in a cotton, polyester and Lycra blend.
Blakely also expects to introduce more comfortable, smoothing bras in about six to eight months.