Saree Shapewear – Festive season’s favourite staple

Saree Shapewear – Festive season’s favourite staple

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The six yards of Indian textiles have regained the popularity with the sloganeering campaigns like Vocal for Local and I wear Handlooms in recent years. A legacy of Indian traditions, as defined through the course of last 130+ years, saree has witnessed its share of fame and flak in society. Worn historically without a blouse or petticoat, saree was either just a one single drape or two piece tie up as seen in different parts of India. In the colonial period, saree got its European accompaniments like the blouse and the petticoat, now naturalised in Indian vocabulary to the extent that they barely sound foreign. The urban wearing style is a post-1870s phenomenon, popularised by Jnanadanandini Devi, wife of Satyendranath Tagore, brother of Rabindranath Tagore. She introduced the use of Victorian-style blouses, jackets, chemises and petticoats among circles of middle-class Bengali women. And the history continues.

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While sarees got its modern avatar in form of pre-draped version and blouses got swapped with crop tops, bralettes and shirts, the humble petticoat squirmed in the insides for its modern alternative. Pants and tights came as the passing alternatives but nothing could match the sleek fall of a petticoat – until the modern saree shapewear came in.

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Millennials started avoiding to drape sarees for the simple fact that petticoats and their drawstrings were rather uncomfortable not just at the waist but also added extra dimension to the frame. Women wanted to ape the sensuous fall that they saw on Bollywood actresses in real life. But the extra fabric of petticoat would just add more volume, especially when one wore silks, organza and starched cotton sarees. Shapewear petticoats have come across as a boon as they address both the issues – comfort and fluid fall. Shapewear is a high-performing category in India and its growing. Most shapewear are designed to make western wear look good, like tummy tuckers and hip shapers and dress slips. However, Zivame Indianized the product and created a saree shapewear – a new segment that hit the right chord among those who wanted to wear sarees but shied away due to its cumbersome nature.

As a pathbreaker in intimate wear in India, Zivame is shedding the inhibitions of women in India by addressing the struggles of the modern women through the shapewears that assist you in pulling off tricky outfits without hitches. As India steps into a galore of festivities and weddings, Ciceroni got into an email interview with Manab Hembram- Creative Director – Design, Zivame on its latest saree shapewear.

Ciceroni: What is Zivame’s saree shapewear all about? How has it been embraced by women who still adorn the conventional underskirts/petticoats?

Manab Hembram: Based on our consumer research in Indian market, we found that modern women used leggings to define their body shape as they found the petticoats rather old-fashioned. They didn’t just come with a bulky look but also had painful draw strings which were uncomfortable. This study compelled us to launch the saree shapewear to address the need gap in the existing segment.

Our Saree Shapewear is all about blending the modern sartorial trends with the traditional petticoat for today’s contemporary women. It is a multi-purpose shapewear underskirt that seamlessly shapes the love handles, sculpts the tummy, lifts the rear and tightens the thighs, giving the perfect mermaid silhouette.

In addition to this, the shapewear underskirt holds the saree perfectly in place -no more slipping fabric or constantly being in the fear of your pleats unfolding in public. The waist is made of a soft elastic that’s just tight enough to hold the saree in place without chafing. It also comes with a flared skirt design that enables incredible ease of movement. With striking shades, our saree shapewear comes in sizes S to XXL.

Ciceroni: How does an individual choose which shapewear to buy?

Manab Hembram: Yes, that’s an important question. We have three kinds of variety to suit different fabrics of saree. For cotton or a silk saree, I would suggest opt for The Mermaid Saree Shapewear with Slit. With high compression that smoothens and sculpts the lower body, it will be perfect for the sculpted look. With festive season around, a lot of women opt for organza and chiffon sarees. For the, our Flared Mermaid Saree Shapewear will be apt and for those who are looking for a convenient alternative for the traditional petticoats, Mermaid All-Day Saree Shapewear is an ideal pick.

No matter what your body type is, petite, slender or curvy- there is a right shapewear for everyone.

If you want saree style inspiration for a perfectly draped saree, you have to follow Nathasha Thasan who calls herself a “saree architect” on Instagram. Her Instagram series titled Drape Therapy will make you believe why you need a shapewear this festive season.

Go ahead and celebrate the festive cheers by donning your favourite festive staples like a diva! Wear your saree like a goddess.

Aishwarya Menon

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