Latest news with #IskraLawrence
Fashion United
6 days ago
- Business
- Fashion United
Shapermint brings its inclusive shapewear to the UK
Shapermint, the U.S.-based shapewear brand known for championing size inclusivity and unretouched campaigns, has officially launched in the UK. It is a notable expansion for a brand that has already served more than 12 million customers globally. With a product offering that runs from size XS to 4XL, and a portfolio of best-selling comfort-driven designs, Shapermint arrives on British shores with a clear message: compression doesn't have to mean discomfort. Founded in 2018, Shapermint is part of a broader wave of direct-to-consumer brands reshaping the intimates market. In the U.S., it has achieved mass-market success through distribution on Amazon and Walmart, riding a wave of changing consumer expectations around bodywear. British shoppers will now be able to access the full collection via the newly launched UK e-commerce platform. Where traditional shapewear once promised sculpting at the expense of comfort, Shapermint is selling a different proposition, soft, seamless, roll-resistant support that prioritises ease of movement. Its hero product, the All Day High Waisted Shaper Short, has been lauded for its breathable compression panels and ability to disappear under clothes — without the tell-tale signs of pinching or rolling. The brand's wireless bras, including the Supportive Comfort and Sweetheart Contour models, have developed a loyal following, thanks in part to influencers like British body confidence advocate Iskra Lawrence, who boasts over 5 million followers on social media. Shapermint's messaging, comfort-first, digitally native, and visually honest, reflects a wider shift across the lingerie and shapewear industry. Brands such as Savage X Fenty, Skims, and Good American (all of which offer sizing up to at least 4XL) have upended an industry long dominated by narrow ideals and restrictive garments. According to research firm Edited, size-inclusive lingerie lines have grown by more than 34 percent globally since 2020, with comfort now a key purchasing driver. Gabrielle Richards, Brand Director at Shapermint, explains the pivot: 'We're seeing a shift in consumer expectations around shapewear, it's no longer about squeezing into something restrictive for a night out. Today's shopper is looking for confidence-building pieces they can wear all day.' The UK market presents both opportunity and competition. Brands such as M&S, which dominates the domestic intimates space, have also expanded their shapewear ranges in recent years, and newer entrants like Skims have seen success with Gen Z and millennial audiences alike. Whether Shapermint's pared-back, comfort-first philosophy will resonate with British consumers accustomed to either high street price points or Kardashian-level branding remains to be seen. Still, in an era where the visual language of fashion is increasingly shaped by authenticity and access, Shapermint's arrival in the UK adds another voice to the growing conversation around bodywear that works 'with: the body, not against it. Summary Shapermint, a U.S. shapewear brand known for size inclusivity and unretouched campaigns, has launched in the UK, expanding its reach after serving over 12 million customers globally. Shapermint prioritizes comfort and ease of movement, offering soft, seamless support in sizes XS to 4XL, reflecting a shift in consumer expectations towards confidence-building, all-day wear. The UK market presents both opportunity and competition for Shapermint, as it enters a space with established brands like M&S and newer entrants like Skims, requiring it to resonate with British consumers through its comfort-first philosophy.
Daily Mail
31-05-2025
- Entertainment
- Daily Mail
Iskra Lawrence shows off her figure in a blue Cupshe swimsuit as she struts the runway at Miami Swim Week with her baby daughter Prima
Iskra Lawrence was every inch the doting mother as she strutted the Cupshe show during Miami Swim Week 2025 with her baby daughter Prima. The model, 34, showed off her incredible figure in a plunging blue swimsuit as she stormed the catwalk cradling Prima, seven months, in her arms. Prima, who she shares with her songwriter partner Philip Payne, wore a matching swimsuit as Iskra promoted the collection. Iskra added a few inches to her frame in a pair of nude heels and accessorised with gold earrings. She appeared to be in jovial spirits as she flashed a huge smile while walking the runway at 1111 Lincoln Road with a whole host of other models, including Love Island's Grace Jackson. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new Showbiz newsletter to stay in the loop. Iskra welcomed Prima in October and shared the happy news to her Instagram page at the time. Iskra and music producer Philip are already parents to four-year-old son Alpha. Iskra penned in her post: 'She's here P.P. our daughter joined us at 3.56am here at home. 8 lbs 14 oz of preciousness, our hearts are exploding with gratitude. 'thank you my rock for being by my side @philipapayne can't believe we finally have our daughter and a sister for big brother. 'Thank you to my birth team @anyadjumabaev @emmyrobbindoula for giving me the redemption birth of my dreams (I filmed my whole labour and will share soon). 'My parents for being here to help it means so much. and finally thank you @ for capturing these beautiful images I'll treasure forever ✨. 'It takes a village.. and thank YOU all for your love and support I can't wait for you to get to know our little angel girl.' Iskra welcomed Prima in a homebirth and shared a video to Instagram at the time documenting the process to help other women 'prepare' themselves for childbirth. In November, she shared her experience - from contractions to giving birth - a month after welcoming her daughter. The footage showed Iskra lying in the bathtub as she breathed through the pain before her partner, Philip, poured water over her bump. As the contractions became more intense, Iskra could be seen wincing in pain as she breathed heavily and started pushing. Part one finished with the midwife feeling for the baby's head as Philip started comforting Iskra in a bid to provide her with her 'needed oxytocins'. Another video showed Iskra welcoming Prima into the world and the heartwarming moment the model held her for the first time. Iskra penned: 'On the final day of Virgo season our daughter arrived in the water, my midwife laid her on my chest and I felt complete awe. 'This is part 1 of my home birth redemption story. A new birth team, and a totally new mindset. 'This was the birth of my dreams - you may watch this and think "it looks painful" but trust me you welcome it because you know that it's time to meet your baby and every contraction is bringing you closer. Grace accessorised with an array of bangles and showed off her stunning features with a high-glamour make-up palette Grace added to her frame with a pair of platform strapped heels as she strutted her stuff down the runway 'Birth is the most alive feeling I've every experienced when you feel the human you've been building moving down and getting ready to enter the world you have to completely surrender you have to work together and invite everything that comes with it. 'You are pushed to your furthest limit and realize you are more powerful than you can every imagine that you will be able to get through anything after this and it prepares you for the challenges ahead by showing you what you're capable of.' 'I didn't document my first birth and regretted it because it was the most powerful and soul shattering experience,' she added in another caption. 'I hope I can inspire you to see birth as something magical and that you and your baby know exactly what to do and you are capable. '(this does not mean I'm trying to convince anyone to have a home birth) please keep the comments kind and open minded and a safe space for mama's to share their positive stories because we need more of them not just the horror stories that fill us with fear you've got this mamas.' Iskra's brave decision to share her homebirth videos on social media was applauded by women from across the world as they thanked her for her 'vulnerable' account.
