Dive Brief:

• Looking to expand its product offerings, DTC bridal and special occasion brand Azazie has launched a shapewear collection, the company announced Monday. 

• The shapewear collection, which is offered in sizes small through 3XL, is designed to accommodate deep V-necklines, strapless necklines, open backs and other common dress features, the company said.

• The pieces will be available in nude, black and white colorways and range in price from $12 to $35, per the announcement.

Dive Insight:

In a play that targets shapewear to go with special occasion dresses, Azazie is launching a line that attempts to tackle some of the unique challenges dresses can pose.

The DTC brand launched a shapewear line to create products that fit its dress designs and improve how its dresses fit on customers' bodies, the company said. Customers also expressed dissatisfaction with wearing regular undergarments beneath their dresses, according to Ranu Coleman, chief marketing officer of Azazie. The brand noted that its shapewear collection has nylon and spandex fabrics to help smooth, shape and contour customers' bodies. 

"There was a demand for a product designed to work specifically for dresses, so we created alternative styling solutions and shapewear to enhance the natural curves of the body," Coleman said in a statement. "Azazie's business model has always been around size inclusivity for the customer and shapewear is a natural extension of that. These pieces are designed to offer solutions for women to look and feel their best on their big day."

Azazie's shapewear debut comes as other DTC brands venture more into the intimates category, and intimates brands expand beyond their original offerings. Earlier this year, Knix debuted its shapewear collection with an emphasis on "comfort, not contortion," and ThirdLove expanded into loungewear. In April, Nordstrom brought DTC brand Harper Wilde onto its website and select physical stores. And DTC swimwear brand Andie debuted a line of intimates.