Lands’ End Introduces Exclusive Shape & Enhance Swimwear Innovation

March 6, 2013 – Lands’ End introduces an exclusive new swimwear technology that knits varying levels of tension control into the lining of Shape & Enhance swimsuits.  This breakthrough in swimwear is accomplished through a body mapping process that targets the areas women most want to smooth, while still offering comfort and freedom of movement.  The Shape & Enhance collection features silhouettes in one-pieces, tankini tops and a choice of skirted or bikini bottoms, and is currently available at www.landsend.com.

“The Lands’ End Shape & Enhance collection is not about completely transforming a woman’s figure, but rather provides a little extra help to achieve a flattering swimsuit appearance,” said Erin McCormick, swimwear merchandise manager, Lands’ End. “Women will not only look beautiful and confident in this innovative swimsuit assortment, but they will also be more comfortable and have a range of movement and freedom not always associated with shaping swimwear.”

For more than two years, the swimwear design team has worked diligently to perfect the targeted tension control found in the Lands’ End Shape & Enhance swimwear collection.  The inspiration to develop the new swim shaping technology came from today’s high-tech athletic wear that offers body mapping performance properties.  Lands’ End’s swimwear designers were determined to bring this same level of innovation to swimsuits.

The path to perfecting the Shape & Enhance swim collection included multiple design attempts and dozens of swimsuit prototypes, and as with all Lands’ End swimsuits, fit models were called in to wear test and provide intricate feedback.  Today, the Shape & Enhance collection is exactly what the Lands’ End swimwear design team sought to achieve: a beautiful array of swimsuits featuring the exclusive shaping and enhancing that offers women targeted control while preserving freedom of movement.

There are a variety of options in the Lands’ End Shape & Enhance swimsuit collection. Each swimsuit features low tension control at the upper back area, medium tension control at the bustline and hip areas, and maximum tension control at the tummy.

“This collection is not about completely transforming your figure, but rather providing a little extra help to achieve your most flattering swimsuit appearance,” said McCormick.