Primark is strengthening its women’s shapewear offer with the launch of a new design-led shapewear proposition, developed in collaboration with The LYCRA Company. Rolling out in stores this month, the collection introduces three modern shapewear ranges and a refreshed in-store layout, positioning Primark as a go-to shapewear destination.
Built around Microfibre, Seam Free and Light Control blocks, the new assortment blends style-led design with technical performance, delivering smoothing, shaping and comfort in equal measure. The result is shapewear that works hard under clothing—without feeling restrictive—supporting women through real life, not just special occasions.
At the core of the range are LYCRA® BEAUTY and LYCRA® ADAPTIV fibre technologies, selected for their ability to balance visible shaping results with all-day comfort:
- LYCRA® BEAUTY fabric is engineered to deliver effective shaping with a lightweight, comfortable feel, enabling shapewear that smooths and sculpts while moving naturally with the body. It supports the creation of shapewear that looks sleek, feels soft and stays comfortable from morning to night.
- LYCRA® ADAPTIV fibre brings an adaptive fit experience, designed to respond to the wearer’s movements—offering stretch, control and comfort that adjust in motion. Garments feel easier to put on, are more forgiving through the day and supportive without feeling tight or rigid.
To help shoppers navigate the category with confidence, Primark also rethought how shapewear is presented in store: the collections are grouped into a clearly defined shapewear zone, supported by harmonious packaging featuring a prominent LYCRA® brand quality seal logo—a clear signal that even at budget-friendly price points, fabric performance and fit matter.
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.”
Helen Latham, Senior Strategic Account Manager, The LYCRA Company
From smoothing shorts and everyday briefs to bodysuits and full-body styles, the range delivers shaping, invisible support and freedom of movement, making shapewear a natural part of everyday dressing.
The launch is supported by a full omnichannel activation, including in-store POS, digital content and social media.
The collection will be available in black and camel, in sizes XS to XXL, across Primark stores throughout Europe and the United States.
