Heist launches TfL campaign to challenge stigma of shapewear

Innovative tights and underwear brand Heist has revealed its latest marketing billboard campaign on London's Transport Network challenging the stigma surrounding shapewear.

Renowned for reinventing tights and bringing break-through innovation to shapewear, Heist now aims to drive thoughtful conversation with commuters and tourists with its "Shapewear is anti-feminist, right?" campaign, on the basis that shapewear remains a topic that still incites debate.

The DTC underwear brand launched its shapewear last November, having surveyed over 1,000 women about what they wanted to change about the category, knowing it lacked innovation.

Hannah Craik, Vice President for Marketing said: "​This campaign addresses the fact that there is still a huge amount of stigma around shapewear; women are still shamed for wearing it and for wanting to look and feel good. ​We want to have a discussion around a view that we hear a lot – shapewear is the modern-day corset therefore it must be anti-feminist – because we think there is more to it. For us, just like with make-up, it's about having personal choice over your appearance."

The campaign will run across 18 London Underground (TfL) sites at central London including Green Park and Oxford Circus for the next two weeks, encouraging commuters to join the discussion and share their thoughts using the hashtag #HeistTalk.