‘Butt-Chique’- The Online Shape Wear Brand by Kamakshi Agarwal

‘Butt-Chique’- India-based shape-wear brand ’ was recently launched by Kamakshi Agarwal that caters to a wide range of Indian body types and offer inner-wear solutions designed to empower women. 

The new oneline brand has a range of seamless shape-wear, body tapes and nipple pasties among other products. The inner-wear is designed to accentuate curves and give the wearer more confidence to wear their outfit by providing a smooth base underneath. 
 
“I’m a lingerie enthusiast since my teenage years, and my curiosity about the industry made me research peculiar things,” Agarwala told Elle India about how she launched the label. “For example, the whole industry is so male-dominated and most lingerie companies are led by men. I wanted to break this because lingerie is something that is very personal for women. Further research pointed out that there is a dearth of quality, and a lack of a relevant size chart catered specifically to our region,” said Agarwala. “And that is why Butt-Chique doesn’t follow the UK or the US size chart.”

https://buttchique.com/

 
For the development of the brand, Agarwala underwent extensive door-to-door research to ask women of various sizes to try on the brand’s shape-wear. She asked 150 women to each try on every different size of shape-wear to see how each size fits each body type. “We discovered that if you’re generally an L, you could fit into a shape-wear M,” said Agarwala. “Through this process, we were able to standardise our shape-wear and give it a size chart.”