Beyond Corsets: SKIMS & Nicola Coughlan Rewrite the Rules of Shapewear

SKIMS strikes a chord with current cultural trends by selecting actress Nicola Coughlan (37) as the face of their new Soft Lounge collection campaign. This strategic move not only capitalizes on Coughlan's rising fame as a body positivity advocate and star of Netflix's record-breaking "Bridgerton," but also aligns perfectly with SKIMS' commitment to diverse representation. Coughlan's casting echoes the brand's message of inclusivity, mirroring their recent collaboration with the WNBA. It's a move that redefines what it means to feel sexy and confident, regardless of age or body type.

This campaign cleverly contrasts the restrictive shapewear practices of the Regency era, depicted in "Bridgerton" with its corsets and even animal bones, with the comfort and subtle sculpting offered by SKIMS' Soft Lounge collection. It's a stark reminder of how far shapewear has come, evolving from a symbol of discomfort and hidden manipulation to a tool for self-expression.

Prior to SKIMS, shapewear often felt like a secret weapon, something women relied on but rarely discussed openly. SKIMS, with its range of comfortable and body-smoothing garments in sizes XXS to 4X, helped normalize shapewear as a personal choice, not a badge of shame.

Coughlan's selection as the campaign's face is particularly powerful. Previous SKIMS models, like Kate Moss and Megan Fox, haven't always resonated with the "average woman." Coughlan, celebrated for embracing her curves on a show like "Bridgerton," bridges the gap between aspirational beauty and something more relatable. She embodies the shift in shapewear's purpose – it's no longer about achieving an unrealistic silhouette but about feeling comfortable and confident in your own skin.

Shop through the campaign’s featured pieces and look through some of the best pieces below:

Source: Fashion Network

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