The swimwear technology offers control around the upper
back area, bustline, hip areas and stomach
Lands’ End has introduced what it claims is an “exclusive” new swimwear technology that knits varying levels of tension control into the lining of its swimsuits.
The Sears Holdings-owned apparel company said the idea for swim shaping technology came from the latest high-tech athletic wear, which offers body mapping performance properties.
The technology incorporated into its Shape & Enhance collection includes low tension control at the upper back area, medium tension control at the bustline and hip areas, and maximum tension control at the stomach.
Lands’ End said it attempted several designs and swimsuit prototypes over the last two years.
“The Lands’ End Shape & Enhance collection is not about completely transforming a woman’s figure, but rather provides a little extra help to achieve a flattering swimsuit appearance,” said Lands’ End swimwear merchandise manager Erin McCormick.
“Women will not only look beautiful and confident in this innovative swimsuit assortment, but they will also be more comfortable and have a range of movement and freedom not always associated with shaping swimwear.”
The collection includes swimsuits and tankini tops as well as bikini bottoms, with prices ranging from US$69-169.