Dive Brief:
- Spanx has relaunched swimwear for 2026 that aligns with its long-standing compression shapewear, according to a company press release.
- Spanx Swim offers three distinct iterations of swimwear: Spanxsmooth, which offers light compression; Spanxshape, offering medium compression; and Spanxsculpt, offering strong compression. All suits are made from Italian fabrics, are chlorine-resistant and UPF 50+ for sun protection.
- Products are available on Spanx’s website and a few select boutiques. One-piece suits range in price from $158 to $198, while bikini tops and bottoms can be purchased separately for between $68 and $88. The company will add new styles and colors throughout spring and summer.
Dive Insight:
Spanx has dabbled in swimwear before, first launching a line in 2018. Its most recent collection debuted in 2023 and featured a few styles of shaping swim with a textured pique exterior, according to a company spokesperson.
The latest iteration of Spanx Swim incorporates the compression technology the brand is known for.
"As the inventors of modern shapewear, swim is a natural extension of our expertise," Wendy Hanson, vice president of innovation and intimate apparel design at Spanx, said in a statement. "We've been listening closely to our consumers for years, testing and learning alongside them. That insight has allowed us to return to swim with a more intentional assortment that better addresses her needs and brings the Spanxeffect compression levels she already trusts into the category."
The brand has been diversifying its product mix since the company sold a majority stake to investment firm Blackstone in 2021.
In January of last year, Spanx launched a new activewear line, Spanxsmooth OnForm, that features lightweight compression fabrics for low-intensity workouts and casual settings. Two weeks later, the company introduced a jeans collection, Spanxsculpt ReDefine, which are made using a new lycra tech fabric.
A number of other brands have also introduced swimwear lines as a way to draw in consumers. MeUndies launched a swim collection in 2021, while undergarment brand ThirdLove added swimwear in 2023. And just this month, casual men’s apparel brand Chubbies debuted its new women’s swim brand, Cheekies.
