Aerie’s Betting Big on Its New ‘Anti-Shapewear’

Aerie is responding to the recent wave of shapewear we’ve seen emerge in the intimates market (thanks to some big-name backers) with a new category billed as “anti-shapewear.” On Thursday, 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… Read Full Article