New launch targets comfort-first innerwear demand with light-to-mid compression and seamless finish.
Krvvy, a function-first women’s innerwear brand, has launched its All-Day Shaper Shorts as it deepens its focus on the everyday shapewear segment. The company said the product is aimed at consumers seeking shapewear that balances subtle shaping with comfort, reflecting a growing market shift toward all-day wearability and performance-led innerwear.
Designed for daily use, the All-Day Shaper Shorts offer light to mid-level compression to provide subtle contouring while ensuring ease of movement through long work hours, travel and social outings. The product is made from a breathable fabric blend of 67 per cent polyamide and 33 per cent elastane, engineered to support flexibility while maintaining shape retention over extended wear.
A key highlight of the product is its bonded construction, offering a smooth, stitch-free finish intended to remain virtually invisible under skirts, dresses and workwear. The high-waist, upper-thigh silhouette is designed to stay in place and address common shapewear concerns such as rolling waistbands and discomfort during prolonged wear.
“The biggest challenge was getting the balance right. Most shapewear either supports or feels comfortable, rarely both. We focused on bonded construction to eliminate seams, and a fabric that adapts to the body rather than working against it. The goal was to create something women can wear for hours without constantly adjusting or feeling restricted. With All-Day Shaper Shorts, shapewear becomes invisible not just under clothing, but in how it feels,” said Yash Goyal, Co-Founder & CEO, Krvvy.
Anant Bhardwaj, Co-Founder, Krvvy, said customer feedback played a key role in shaping the product. “Customer feedback played a big role in shaping this product. Women in our focus group told us they wanted shapewear that isn’t too long or too short, stays invisible under dresses, and still delivers the right level of compression. That balance is exactly what we’ve aimed to achieve. Everyday shapewear is clearly evolving into a comfort-first, practical category,” he said.
The All-Day Shaper Shorts are priced at Rs 1,499 and are available through Krvvy’s website and e-commerce platforms including Amazon, Myntra and Nykaa. The product is offered in sizes ranging from S to 5XL.
The launch follows the company’s recent introduction of the TrueForm Bra, as Krvvy continues expanding its portfolio of function-first innerwear. Founded in 2023, the brand has raised Rs 70.2 million to date and reported revenue of around Rs 60 million as of September in the current financial year, with a target of Rs 150 million for the full year.