Supima x Spanx: Inside the Cotton Shapewear Collection

Shapewear has typically been associated with synthetic fibers, but a recent launch from Spanx is proving natural materials have a place in the category.Based on consumer feedback, Spanx set out to create shaping garments using natural fibers, and it landed on long-staple Supima cotton as the base material. The SpanxShape Invisible Supima Cotton collection combines Supima’s natural inherent benefits with targeted stretch and hold from Lycra FitSense. The result is lightweight, breathable, moisture-wicking innerwear that gives the shaping Spanx is known for. In this episode, Spanx's chief design officer Pascale Gueracague and Supima's vice president, marketing and promotions Buxton Midyette talk with Sarah Jones, senior editor, strategic content at Sourcing Journal, about what makes Supima a fit for shapewear and how this collection delivers the "Spanx effect." Learn more about your ad choices. Visit megaphone.fm/adchoices