Move over little black dress. What every woman really wants is slim-fitting black trousers that can help her move effortlessly from desk to dinner — and that fit like a glove.
With invites for party drinks, client dinners and get-togethers with friends that you don’t see nearly enough of dropping into your inbox, and trying to get the workload to-do list under control, there is little time for festive outfit inspiration
That’s why a good pair of form-fitting trousers will take you from desk to dinner and maybe even on to the dance floor. All it takes is a change of top, a sparkly jacket and some elevation by way of a footwear switch out — add a strong lip and your look is transformed.
Shapemoda, an online maker of beautifully tailored trousers designed not for body size but for body shape, is your base garment.
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Fast becoming a wardrobe staple, the brand is the brainchild of Italian sisters Vanessa and Annaoliva Durigon who set up their fashion business in Skerries, north Co Dublin, in 2018.
The idea came from Annaoliva, a graduate of the renowned Marangoni Institute in Milan. While working in the industry she had an epiphany — what if clothing wasn’t made according to size, but according to body shape?
It was such a simple yet obviously sensible idea that Vanessa, a scriptwriter, gave up her job to help her sibling out. The sisters’ initial research was done on the streets of Milan and Dublin, where they conducted surveys with hundreds of women to find out all they could about women’s most common body shapes.
They discovered the vast majority of women have one of five main forms which they have named as being either hourglass, apple, pear, strawberry or candle.
In Ireland the majority of women have an hour-glass body shape, with hips and shoulders in proportion, a visible waist, and curvy-shaped legs.
A good pair of form-fitting trousers will take you from desk to dinner and maybe even on to the dance floor. All it takes is a change of top, a sparkly jacket and some elevation by way of a footwear switch out
The second most typical form is apple-shaped women, with a fuller tummy, slim legs and a small bottom.
The third most common female form here is pear-shaped, women with a small waist and curved hips.
Women with what they describe as candle-shape have shoulders, waist and hips of the same dimension, while the fifth body shape, strawberry, are women with larger shoulders, an athletic body and well-defined legs.
Having carried out the research, the sisters got to work designing beautifully cut trousers. Shapemoda trousers are cut to contour your body. Retailing from Shapemoda.com at just €115, they create a level of customisation not normally available at this price point.
Shapemoda trousers flatter your body by accentuating its best assets, whether that’s an apple’s slim legs, the balanced curves of the hourglass or the well-defined waist of the pear. Customers simply go to Shapemoda.com and take a 30-second test to establish which shape best describes them.
“A lot of women mistake body shape with size, but the size is simply the volume the body takes up within the material, between front and back. What we do at Shapemoda is focus on the outline of the body,” explains Vanessa.
“The feedback we get from women is amazing, they tell us that as soon as they put them on, they feel not only comfortable but beautiful too because the design completely fits their body shape. We put material where they need it and take away material where they don’t, so there is no bagginess.”
Annaoliva used her fashion expertise and worked with some of the best textile experts in Milan, to eventually opt for a fabric that is a blend of elastane and jersey which is both super comfy and smart.
It’s why Shapemoda trousers are so versatile. “Women feel comfortable wearing them in flat shoes behind a desk by day and simply change into a nice top or sequinned jacket and add a pair of high heels to be ready for a night out,” she adds. And while the look is fitted the trousers have plenty of give, which means you can enjoy the drinks and dinner without feeling restricted.
They are particularly popular with customers who work on a hybrid basis, both at home and in the office, she says: “You don’t have to iron these trousers. They don’t need to go to the dry cleaners and you don’t need to tumble dry them. Basically, you don’t need to spend time or effort on laundry.”
Shapemoda trousers are also designed to last, making them a very sustainable wardrobe staple. The quality of the fabric is such that you can put them in the machine twice a week “and they will not lose their colour or shape”, she says.
A lot of women mistake body shape with size, but the size is simply the volume the body takes up within the material, between front and back. What we do at Shapemoda is focus on the outline of the body
Like all wardrobe staples, they are a timeless classic. “Everybody now is talking about high and low-waisted trousers. With these you can wear both styles with the same pair of trousers because they are designed to be worn high or low,” adds Vanessa.
“They come in a long leg and the fabric is of such high quality that you simply turn up the hem on the inside and it will stay up all day. So, you can wear the same with flats or high heels and they will always be the perfect length.”
This versatility is something the sisters are passionate about, as is keeping a high street price point for what is a customised garment. Trousers are now available in blue, taupe and green, as well as black. Similarly tailored jackets are available in black and red, for €189.
“We wanted to make our clothing democratically affordable so that every woman can afford the concept of dressing for body shape,” she says.
Shapemoda’s returns rate tells its own story. At about 4 per cent, it is a fraction of the online industry standard. That’s because they fit so well.
“Women tell us, ‘oh my God they are so comfortable’ but they don’t know why,” says Vanessa. “Our customers tend to go down a size too. It’s because we give space where you need it and take it away where you don’t.”
- To find out more about your body shape take the test at shapemoda.com