ASSETS by Sara Blakely Offers a Body-Shaping Bailout with Stylish Shapewear by the Creator of Spanx

March 11, 2009

Atlanta, GA (PRWEB) March 11, 2009 – ASSETS by Sara Blakely, the new shapewear brand by the creator of Spanx, announces the arrival of its spring shapewear collection. Now available for purchase onwww.loveassets.com, Assets shapewear is a smart investment to any recessionista’s style portfolio.

SPANX is the shapewear brand known for revolutionizing the hosiery industry and changing the way women wear clothes. Founder Sara Blakely wanted to find a way to share her slimming secrets with even more women, so she created ASSETS by Sara Blakely, a shapewear brand accessible for all women now available for purchase on the brand’s newly launched e-commerce site www.loveassets.com.

“The bottom line is top of everyone’s mind these days, and I’m so excited to bring innovative, accessible shapewear to women everywhere,” said founder Sara Blakely. “ASSETS shapers are an easy and inexpensive way for women to make the most of their figure’s best assets in their favorite fashions.”

New for spring, ASSETS by Sara Blakely introduces Superior Slimmers a soft, seamless shapewear collection designed with innovative zoned compression to comfortably slim in all of the right places. Perfect for invisible, shaping support under a prom dress, wedding gown, spring skirt, or little black dress, these breathable high-tech slimmers provide maximum comfort and control. The collection offers anAdjustable-Strap Cami that eliminates back fat and muffin top and a Mid-Thigh Shaper that targets the tummy, thighs, and hips, while the boosting the backside with rear pockets.

The spring lineup also introduces two new additions to the favorite Fantastic Firmers shapewear collection: The Girl Short and High-Waist Girl Short. Designed to help fashionable gals take the jiggle out of their wiggle, the Fantastic Firmers collection is complete with camis, panties, mid-thigh shapers, and now girl shorts for smoothing support in spring’s shorter hemlines. Featuring a cool power mesh liner, this shapewear collection provides inner control and outward confidence.

Also new for spring are three shaping hosiery styles: High-Waisted Fabulous Footless Pantyhose and High-Waisted Perfect Pantyhose, both designed with extra tummy control to eliminate VPL (visible panty lines) and shape the midriff all the way up to the bra line. And, new Textured Lucky Leggings provide the same body-shaping benefits but with semi-opaque patterned legs that add fashionable flare to any spring ensemble.

Ranging from $12 - $30, The full ASSETS by Sara Blakely collection is now available for purchase on www.loveassets.com and is also available at the following retailers: Target, Belk, David’s Bridal, Avenue, and Gottschalk’s.

ABOUT SPANX

Ten years ago, Sara Blakely began her mission to make the world a better place, one butt at a time. A frustrated (yet fashionable) consumer-turned-entrepreneur, Sara reinvented shapewear with innovative designs and smart features and won the hearts of fashion-loving women, from Oprah Winfrey to Gwyneth Paltrow. Obsessed with creating comfortable garments that minimize figure flaws, Sara has helped create more than 200 problem-solving products and recently entered the bra business with the ground-breaking Bra-llelujah! In 2006 Sara brought her shapewear know-how to more women with the national launch of ASSETS®, a new collection of shapewear and legwear designed to help women achieve their own red carpet look for less. Continuing to raise the bar with innovative products women want, in 2009 Sara launched Haute Contour®, a lingerie-inspired collection known as the dessert of shapewear™. Today, after many years of demand, Spanx brings their industry expertise to the pool and the beach with swimwear and to men with a redefined cotton compression undershirt.