This archive report was first published on 13 September 2019.
September 13, 2019, marked a significant shift in the fashion industry in Kenya, as corsets, a staple of women's undergarments in the 15th century, made a big comeback.
According to Wendy Waweru, founder of MyCurves Kenya, a lingerie store in Nairobi, the demand for shapewear is rising fast as women become more interested in how they look.
"People are now more aware and are embracing their bodies more," she says. "These waist trainers were there a long time ago, so they are not really new in the fashion industry."
Corsets have become a must-have fashion accessory, with many women, including 45-year-old Irene Mukami, incorporating them into their daily wardrobes.
"It basically helps me look neat in clothes especially the stretchy kind that expose the fat around the back and stomach area," Mukami says. "It is a shortcut to having a good figure."
However, experts warn that corsets are not a substitute for losing belly fat. Fitness trainer Jonna Tuyishime advises that corsets should only be worn at the gym when doing back exercises.
"The waist trainer is not a substitute to losing belly fat," she says. "You have to watch what you eat and exercise."
Despite the warnings, the demand for shapewear continues to rise, with international brands like Adidas, Hanesbrands, Nike, Spanx, Triumph International, and Under Armour targeting lingerie consumers purchasing shapewear.
According to Euromonitor International, the global women's intimates market, which includes bras, underwear, garter belts, and shapewear, was worth Sh8.7 trillion last year.
Shapewear alone was worth Sh207 billion last year and is expected to rise to Sh664 billion in the next four years.
