"The underwear industry has been selling product in order to appeal to the male gaze which often result to hypersexualised imagery in advertising. Today’s society demonstrates the rise of women taking their power back and acting according to what they stand for. This has caused a movement which focuses on women empowerment. This social movement has become influential that it had impacted the way the underwear market advertises its product. However, for a product like shapewear, marketing it with the purpose of appealing to female causes can be a conflict due to its contradiction.
The aim of this research is to explore the current marketing activities within the shapewear industry and explore its effect on women. "