International shapewear company Triumph appears “middle-aged” to most consumers in Asia. After all, it did just celebrate its 40th year in Singapore. However, in an effort to lift its image, Triumph will soon launch the first line of shapewear designed exclusively for Asian women. The venture, known as Shape Sensation, has been in development for 18 months.
Uta Witting, Triumph’s head of design for Asia, has discussed what makes Shape Sensation revitalizing: not just for its parent company, but for the many Asian women it hopes to attract with its six-product line. The shapewear is made from Novarel Firming Fabric, which according to Women’s Wear Daily is engineered with built-in microcapsules that release a moisturizing agent when in direct contact with skin.
“This is the first time this particular fabric has been used,” said Witting. “If [the moisturizer] is in the finishing…it only lasts for 20 to 30 washes. Encapsulated moisturizer stays in.” In its press materials, Shape Sensation boasts that the encapsulated moisturizer will last for 100 washes.
In addition to the state-of-the-art design, Shape Sensations is called by its parent company to be the only European brand producing intimates specifically for Asian women. The collection includes a range of designs, like corsets and high-waisted panties with colors that will change seasonally. And while Asian women, generally more slender than their European counterparts, don’t seem like the most popular market for shapewear, Triumph believes they have a hit.
“European women are more likely to be of an ‘S-shape’ with a fuller bust and hip,” Witter explained, and Asian women are more likely to be “I-shaped” with a somewhat streamlined figure. Instead of appearing thinner, they will be interested in the brand for its actual shaping potential – like lifting the bottom.
Shape Sensation products will cost anywhere from 169 to 269 Singapore dollars, approximately $135 to $215. Triumph expects the collection to be present in 10 territories across Greater China and Southeast Asia following the brand’s release later this month.
photo credit: triumph