Underwear brand Heist Studios is encouraging customers to ‘rip off’ their old shapewear and send it to the brand in exchange for its own alternative, a new product called The Outer Body.
Launching today, the ‘shapewear amnesty‘ is asking people to send in their old spanx, with the first 250 customers who do so being rewarded the Heist alternative for free.
The initiative is part of a wider campaign that promotes the new product as “Shapewear you won’t want to rip off” due to its breathable, comfortable and wearable design. “We spoke to hundreds of women, we read forums, we shared personal stories and a recurring experience kept coming up: the need to get out of and rip off the shapewear being worn under an outfit,” Heist remarked.
The negative stigma surrounding traditional shapewear is also translated in an OOH campaign launching across London which features imagery of redundant shapewear being ripped away to reveal Heist’s The Outer Body. The aim of the campaign is to get “people to understand the unnecessary discomfort and frustration around wearing shapewear by giving them the opportunity, in an open space, to physically rip it off,” explained the brand’s art director Lucy Gabbie. This is Heist’s first outdoor campaign since rebranding last October, therefore “the perfect opportunity to do something really subversive and bold,” added Gabbie.
The campaign follows a pre-launch marketing activity titled #NOTHANX which saw comedians such as Celeste Barber struggling whilst trying to squeeze into traditional shapewear in a series of videos posted online.
The Outer Body was developed under the helm of Heist Studios’ new VP of innovation, Fiona Fairhurst, who recently spoke to the Current Global’s Innovators podcast about how she is designing underwear by finding a balance between science and emotion.
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