The denim category continues to be one of intrigue for shapewear brands.
This month, Shapellx, a shapewear brand known for its bodysuits, high-waisted shorts, and seamless designs, launched the Bare Essence AirSlim Denim Collection. The collection introduces high-waisted skinny and flare stretch jeans with discreet hip pads to deliver a naturally balanced hourglass effect.
“There has never been a greater need for stylish yet practical denim. Curve-enhancing designs, comfort, and confidence have always been our top priorities at Shapellx,” Shane Shi, VP of Shapellx, told SJ Denim.
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Bare Essence AirSlim Denim marks a major category expansion for the innerwear company, translating its signature sculpting expertise into a line of everyday jeans. Built-in shaping mesh provides targeted tummy control and waist-shaping, while the non-removable built-in hip pads help create a fuller, rounded look. Contour seams enhance lifting, smoothing and comfortable compression.
Both jean styles feature a pull-on, no zipper design and have faux front pockets and functional back pockets to minimize bulk. The brand used denim crafted from blend of 89 percent cotton, 8 percent polyester and 3 percent Lycra to offer structure with flexibility for all-day wear.
“We always keep a close eye on our customers, and we saw a distinct trend: women wanted everyday wardrobe pieces that combined fashion with shapewear’s ability to boost confidence. They were searching for clothes that complemented their lifestyle, were effortless, attractive, and boosted their self-esteem,” Shi said.
This insight inspired the brand to translate its signature curve-enhancing technology into a solution-driven wardrobe essential.
“When we began exploring denim, a recurring theme emerged during customer feedback sessions: many women told us they actively avoided wearing jeans on long, busy days, not because of style, but because they couldn’t trust how the jeans would perform. Concerns ranged from a lack of support in the hip area to the anxiety of zippers or buttons failing during a workday or while moving between meetings. Many also mentioned how traditional denim tends to dig into the waist and hips, causing unwanted bulging that affects how polished and confident they feel in their outfit,” Shi said.
The brand also heard repeatedly from working women and moms who described how prolonged sitting or postpartum changes affected their hip shape, yet most jeans simply mirrored those changes instead of offering support. That feedback became a turning point in how Shapellx approached the category.
“Rather than starting with trends, we started with construction. We eliminated zippers and buttons entirely, introduced a pull-on structure with stretch and recovery, and integrated invisible built-in hip and butt padding supported by a sculpting inner framework. Strategic seams were designed to lift and support without bulk or a visibly ‘shaping’ look,” Shi said.
Jeans retail for $138 and are available in light blue and midnight blue. Both denim styles are available in regular (S–3XL) sizing, reinforcing the brand’s commitment to inclusive fit. The collection is available exclusively on the Shapellx’s website.
Though the launch is still in the early stages, Shi said the initial feedback from people who have tried the collection has been positive. “Customers value the jeans’ high value, especially when it comes to their comfort, support, and sculpting power. Many people have commented on how the jeans feel like a seamless addition to their regular wardrobe and also accentuate their natural curves,” she said.
Shi added that the company intends to gather more comprehensive customer feedback to further invest in the new product category.
