Sculptz

It's not what you'd expect to see on a cold winter's day when everyone else is wrapped up in coats, hats, scarves and gloves, but six women – who aren't, it has to be said, in the first flush of youth – are parading through London's Spitalfields Market in their underwear. Among those enjoying the show as they do their best Cindy Crawford impression along a pretend catwalk is Jean P. Vernor, President and CEO of American company Sculptz, whose shapewear range is getting such great exposure. Jean was the one who set the sextet the rather revealing challenge as part of Kitchen Sink to Catwalk.

Sculptz – a legwear and shapewear brand with 35 years of business under its belt in the US – launched in the UK at London Fashion Week last June. Its range includes shaping tights, leggings, body shapers, briefs, bras and camisoles. And it's the proud sponsor of Kitchen Sink to Catwalk. CEO Jean is thrilled to be involved in a show championing the ordinary woman – just like her product does.

'This is what our brand is all about – ordinary women,' she explains. 'No matter how terrific they look, every woman has their own personal insecurities about particular areas of their body. So, we've something for every issue in our shaper line such as high-waisted brief for somebody worried about her middle or camisoles and shaper tops that give you a nice smooth back.

'It's not just about looking good on the surface, either,' adds Jean. 'Sculptz are a physical support, yes, but they're a mental support, too. They make women feel good and confident. Our range holds you in, lifts and smoothes out lumps and bumps. It's not about flattening your curves – that's painful and not what we stand for. Sculptz is about being who you are. Women are curvy and Sculptz embraces a woman's curves.'

Scupltz, of course, has competitors – such as Spanx and Trinny and Susanah's Magic Knickers. But what makes Sculptz better than other brands?

'The key point of difference is our range is comfortable enough to be worn everyday. We've done a lot of research with women and that's what they told us they want. You can bend and breathe in them, you aren't going to get overheated, you aren't going to feel you have to save them for a special occasion. We tried to design something to give women tools for her everyday wardrobe.'

Although it's clear from before and after photos, you do look slimmer in Sculptz – and their most popular sizes are indeed L, XL and XXL – the firm prefers to highlight the brand's comfort.

'We take the pain out of looking good. Why should I have to go to work or take care of my kids and feel like I have to worry about my shape? Or feel trussed up? The years of the corset – when women couldn't actually do anything because they were so tied in that they'd faint or were ill – have gone!'

What's more, you don't have to be embarrassed to be seen in them. Whereas other brands are a rather boring skin tone or black, Sculptz also offers more modern-looking designs with bright colours from Fuschiadelic (hot pink) to Dreamsicle (orange) and patterns. Positively funky. After all, says Jean, 'you don't want to feel like your grandmother!'

'We've given them fun colours and pretty details. For example, the lace run-guard is functional – it stops ladders – but it also looks good. You might not want to be caught wearing more boring brands – but if you happen to be caught in Sculptz by your significant other or by your girlfriends at the gym, you don't have to be ashamed!'

In the UK, you can view and buy Sculptz shapewear at www.sculptz.co.uk