has expanded from sleek, slimming underwear into the
field of everyone’s favorite outerwear: jeans. The
company, whose foundation garments have been helping
women fit smoothly into work and special occasion
clothes since the year 2000, introduced jeans in two
styles, several cuts and three washes this summer.The
Signature, $148, has a wide panel, control-top
midsection with a slimming waistband and it zips on the
side. The Slim-X, also $148, has a regular waistband,
but promises to "tame your tummy, trim your thighs
and lift your rear." We caught up with Spanx
founder Sara Blakely to find out more.
jeans, why now?
just learned so much about a woman’s body and fit, and
our customers have been asking us for years for jeans.
They were concerned about muffin tops and bunching in
front at the thighs. We wanted a smooth front but with a
jean look. You wouldn’t even notice the wide panel was
like to wear tees and little cropped sweaters, and they
look good with it.
are Spanx jeans different from other jeans that promise
to smooth and shape?
main difference, especially with the Signature, is a lot
of other slimming jeans on the market didn’t have the
wide waist panel and side zipper. And they didn’t look
as hip; they didn’t have the washes.
there’s our triple-thread technology. Most of the
others have two threads — one regular and one stretch.
Ours have two stretch threads for every regular thread.
spent a significant amount of time on the back pocket
— the size, the shape, how high up on the rear it
should be. We had lots of women wearing them, walking up
and down, and people with clipboards taking notes.
we have the red rivet, one little red rivet on the back.
That’s our wink and nod that we’re Spanx.
thought to adding a boot cut?
the end of September or early October, we plan to roll
out a micro-boot, and more washes, a gray wash and some
tested them, and our tester felt they were a bit high-waisted;
are all the styles like that?
are medium rise. The Signature — that’s the one to
wear for a muffin top — (is) a little higher than
that, but they give the illusion of being lower. We were
very strategic about where we wanted it to stop. I don’t
want to say "Mom jeans" — we didn’t want
them to look like that.
planning to open a store in Santa Monica in September,
really excited about it. It’s our first stand-alone
store on the West Coast. It will have our full range of
products. The main feedback we get from customers in a
store is, "I had no idea you made this range of