As Fashionista reports, Aerie is responding to the recent tidal wave of shapewear we’ve seen emerge in the intimates market with a new category billed as “anti-shapewear.”
On July 21, the company announced the launch of Smoothez, a wide-ranging collection of first-layer pieces meant to be worn on their own or as a second skin underneath clothes. There’s underwear, bike shorts, leggings and tops made from light mesh, soft microfiber and lace-blend fabrics in bold colors and neutrals alike, priced from $13 to $50, in sizes XXS to XXL and 32A to 40DD for bras.
“Why we call it anti-shapewear is because it doesn’t suck you in, it doesn’t squeeze you, it doesn’t change the shape; it just enhances and makes you feel really good,” says Stacey McCormick, Aerie’s Senior Vice President of Brand Marketing. “It’s a different take on that very uncomfortable world of shapewear that we’ve grown to wear and put ourselves through.”
The Smoothez concept can be traced back to Aerie’s launch of Real Free in 2020, which promised “clothes that feel even better than wearing nothing.” “Smoothez became an extension of that, in a way,” says Andrea Jagaric, chief design officer for Aerie, Offline and Unsubscribed, adding, “We never approached it as shapewear.” It feels like a no-brainer for the company, which prides itself on its inclusivity. As their website states, “We are all about being REAL! Aerie is women’s clothing, like high-waisted leggings activewear, swimsuits, bras, bralettes, women’s underwear and more! From the softest fabrics to the cutest prints, we’ve got you covered.”
Like the name suggests, Smoothez “is product that enhances that first-layer smoothness that you want in an undergarment, especially if you’re going to wear it all day, all the time,” according to McCormick, that also fills a void that Aerie had in its assortment — for higher waists, bike shorts meant to be worn underneath clothes, crop tops for layering. There’s also a new bra called Bra-ish, which marries the support of an underwire bra with the comfort of a bralette and borrows from the innovation Real Free brought to the line.
“Our Real Free full-coverage bra has the same technology as the Bra-ish, but Bra-ish eliminated the wire. It has that same floating cup inside, and the same wing, which eliminates elastic,” says Jagaric. The main difference is that, overall, the Smoothez products are “lighter and more comfortable on body” — which is what the Aerie customer asks for pretty much constantly.
“Inspiration for product comes from our community — what we hear from them, what they ask for, what they would want, what they want more of,” says McCormick. “Bottom line, all the time, is just comfort first — something they can live in and feel good in all day long. We don’t really create anything that’s the antithesis of that.”
The launch campaign for Smoothez features a traditional lookbook as well as key celebrity amplification on social media from Danielle Brooks, Alexandra Daddario and Kelsea Ballerini. The goal is to highlight the comfort and versatility the collection offers, two qualities that Aerie prides itself on.
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