Spanx announces “We Live in Spanx” campaign with Allyson Felix and more [Interview]

lens of Cass Bird and under the direction of Jordan Scott, unites the personal stories of three influential women, illustrating how Spanx’s thoughtfully designed garments seamlessly integrate into their active lifestyles.

In an exclusive interview, Andrea Port, Vice President of Brand & Integrated Marketing at Spanx, shares insights into the campaign’s development and the brand’s vision for the future.

With Spanx’s value soaring to $1.2 billion following a majority stake acquisition by the Blackstone Group, the company is poised for even greater success in the fashion industry. 1. Can you walk us through the strategic decision to pivot from focusing solely on shapewear to launching an apparel-centric brand campaign?

“Prior to our expansion into apparel, there was a significant market gap for fashion-forward apparel that was designed to truly adapt to a woman’s needs and the many hats she wears.” 2. What kind of customer feedback or market research prompted SPANX to make this transition?…