For years, shapewear was marketed as a garment for concealing imperfections, hidden underneath clothes. But today, thanks in large part to Skims, Kim Kardashian and Jens Grede’s “solution wear” label, the shapewear category has undergone a shift, positioning shapewear as a visible item that provides comfort and style.

With that shift, the category, which is particularly sensitive to changing consumer behaviour and preferences, is now flush with choice. Most recently, American musician Lizzo launched her own shapewear and athleisure brand called Yitty with Fabletics.

It’s only the beginning for shapewear’s renaissance. “There’s still a lot of segments that are not being served. There is room to sort of serve everyone,” Nora Kleinewillinghoefer, principal at management consultancy Kearney said.

This week on BoF LIVE, Kleinewillinghoefer and Fabletics chief executive Adam Goldenberg joined BoF senior editorial associate Alexandra Mondalek for a discussion about how the market has evolved, the challenges it still faces and how brands can stand out.