Rolling out in stores this month, the collection consists of three ranges – microfibre, seam-free and light control – designed to deliver smoothing and shaping while remaining comfortable throughout the day. The garments incorporate Lycra Beauty and Lycra Adaptiv fibre technologies to provide support, flexibility and an adaptive fit.
Primark has also introduced a dedicated in-store shapewear zone with updated packaging featuring the Lycra brand quality seal to help shoppers navigate the category.
Helen Latham, senior strategic account manager at The Lycra Company, said: ‘Shapewear today is about confidence, comfort and versatility. This new launch brings together modern design, accessible pricing and trusted Lycra brand innovations so more women can find shapewear that truly works for them.’
The collection is available in black and camel, in sizes XS to XXL, across Primark stores in Europe and the US.
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