Comedians squeeze into shapewear as Heist Studios teases new shapewear range
Underwear brand Heist has hinted at new shapewear collection with tongue-in-cheek #NoThanx campaign.
In the 60-second spot, comedians attempt to try on traditional ‘spanx’ style control underwear, sweating, grunting and struggling in the process.
Aussie comedian Celeste Barber abandons words, instead emitting a muffled scream as she tries to squeeze into the traditional shapewear piece.
Barber’s particular brand of no-frills comedy, often parodying high-fashion content, fits seamlessly with Heist Studios aim of poking fun at control underwear of the past.
Commanding an Instagram following of five million people, Barber wields particular influence.
“I’m not going out for dinner. Can’t breathe!” Baber half-shouts as she collapses onto the bed after finally stretching the bodysuit on.
Created in-house for Heist by Heist Studios, #NoThanx marks the beginning of a wider campaign targeted to create comfortable shapewear for women.
“With our growing team of material scientists, designers and inventors, we’ll continue to make more essential pieces that serve us, not those looking at us,” the Heist website says.
The move for an enjoyable underwear experience includes a range of comedians, including British acts Jessica Fostekew, Samantha Baines and Jessie Cave, of Harry Potter fame. Vogue columnist Raven Smith, infamous for his signature cutting style, poses in his beige shapewear too.
“We refuse to squeeze, sweat or struggle into something that’s not worth it,” Heist website states, acknowledging the need for comfortable female control clothing.
The ad directs viewers to a waiting list entitled ‘Better Bodywear Is Coming Soon’ as Heist Studios plans to launch their newest collection later this month.
