In a number of scenes in 2001’s Bridget Jones’s Diary, our heroine – a thirtysomething singleton played by Renée Zellweger – squashes the skin of her lower torso into an array of Lycra shapewear, all in an attempt to make herself appear slimmer. When Hugh Grant’s Daniel Cleaver sets his eyes on her high-wasted, nude-coloured underpants in one memorable scene, Bridget blushes with embarrassment. “Well, hello mummy,” Daniel purrs.
At the time of the film’s release, control shapewear – or tummy-tucking underwear designed to smooth its wearer – was marketed predominantly at people like Bridget, someone who was told by society she was “fat” or undesirable unless she had a flat stomach. Today, though, shapewear is branded differently, marketed to young women as a sexy, must-have fashion accessory. Shapewear products are not only promoted as stomach-smoothing fixes, but for anyone who wants a narrow waist or their figure to resemble a contoured, Kardashian-style hourglass. Skims, Kim Kardashian’s self-owned shapewear brand that she founded in 2019, sells viral sculpting bodysuits geared towards achieving this particular body shape. They start at £70.
