Spanx launches jeans line

Spanx, best known for its tummy-flattening undergarments, has launched its first collection of jeans, as the labels

continues its aim of fully-fledge lifestyle brand.

Spanx Jeans, which debuted last week on the company's website, are currently available in two different styles, 'The Slim-X' and 'The Signature,' and come in multiple cuts and washes.

According to a company statement the jeans contain “innovate technology, patent-pending fabric and slimming patterns” designed to make “thighs look thinner and legs longer,” with “strategically placed pockets to perk up rear views.”

“Denim is a staple in every women’s wardrobe, I wear jeans all the time, but there are so many things about them that I wish were different,” commented Sara Blakely, founder of Spanx. “Fully loaded with style, comfort and hidden slimming, we put the skinny in the jeans to offer women a new secret weapon.”

Priced at 148 dollars, or 88 pounds according to current exchange rates, the jean line falls in the premium denim segment in the US and the UK. Although Spanx is not the first apparel label to launch a jeans collection which promises to shape legs whilst flattening stomachs, contending with brands such as Not Your Daughters Jeans and Levi's Revel range, the US shapewear brand has the top reputation when it comes to shaping the curves of the female body.

“At Spanx we’re not just about making you look good, we’re about making you feel good,” added Blakely. “No matter your age or your size, we’re really going to make you look great in your jeans.” The jeans line expands on the legging line Spanx previously launched and is currently available online and at selected Spanx retail locations.