Spanx Me!

The latest trend in fashion or couture torture?
JC women tell all.

Whether it’s the red carpet of Hollywood or the party circuit and business meetings of Johns Creek, the super-slimming body shapers better known as “Spanx’” are showing up everywhere. Or maybe better put, not showing up at all.

Atlanta resident Sara Blakely said she didn't like the thong lines and cellulite staring back at her in the mirror while trying on a pair of jeans, so the twenty-something entrepreneur got busy cutting off the feet of pantyhose to create what would become a $30 million business in under five years with clients the likes of Oprah Winfrey, super model Tyra Banks, and actress Gweneth Paltrow.

Paltrow told a New York media outlet that she wore two pairs of Spanx at the same time while trying to drop baby weight.

Blakely was selling fax machines door-to-door when she hacked off the feet of her control-top pantyhose to squiggle into a pair of white pants. She believed she was on to something.

Hailing from a long family line of attorneys, Blakely failed the law school entrance exam, but knew enough about the law to begin searching out patents on pantyhose. She searched agreements back to the 1800’s and began cold-calling hosiery factories in North Carolina.

She kept her secret invention to herself for fear of ridicule from family and friends, but during one of her lower points asked G-d to give her a sign. That sign was Oprah Winfrey telling her audience that in order to appear slimmer in jeans, she would cut off the feet of her pantyhose.

The rest is history. And thanks to a boost from Oprah’s “Favorite Things” show, Blakely’s line got the official nod.

When Oprah’s producers came to Atlanta to film Blakely in her “headquarters,” (which turned out to be her apartment) the enterprising young woman phoned her contact at the local Mail Boxes, etc. and asked if she could dart over for a “staff” meeting. Blakely phoned a few other friends and said, “Pretend like you are my staff.”

These days, Spanx products are sold in Neiman Marcus, Nordstrom, Bloomingdale's and Saks Fifth Avenue with prices ranging from $20 - $72 a pair, depending on whether you want a basic pair for under slacks or an entire body-slimming gizmo that starts at the bust line and heads towards the feet.

But if paying $72 for a body girdle sounds too pricey, a less expensive version of the underclothing is being sold at Target with prices beginning at $10. The Johns Creek Target stocks “Assets,” complete with Blakely’s name.

The footless hose is now a line that includes socks, bras, panties, hosiery, cami’s and slips for under short or long dresses.

With names like “High Falutin’ Footless” and “Bod-A-Bing! Skirt”, these hidden liners erase flaws, smoothing and shaping the entire figure. Something called a “Power Mama” can even improve the shape of moms-to-be.

This modern day girdle, minus the sausage squeeze, has revived the pantyhose industry, and has lots of Johns Creek supporters.

The shape of things in The Creek
“Spanx. What a beautiful word. Panty lines are just a no-no,” said one Johns Creek elected official (some names have been cloaked to protect the guilty). “Fat just sags. There is no way to make it stand up without a little help!”

“I couldn’t live without them,” said Constance Mallot, who cops to owning many pairs – some purchased at Neiman Marcus and another brand sold at Chico’s in The Forum.

With the higher price tags, throwing out a pair with a run or hole makes women think twice.

“I couldn’t part with a pair that had a giant hole in the leg, but they were cutting circulation off while on the plane. I had to go take them off in a teeny bathroom,” Mallot said.

Mallot said she would consider herself addicted to Spanx and when asked if she ever felt she was “cheating” by wearing them she responded, “Who cares?”

She might be right. When it comes to high fashion and perfectionism, Johns Creekers might be willing to go the distance.

“Yes they are [addictive]. I wear them with jeans, skirts, just not with pajamas,” said Mary, a Johns Creek city staffer.

Mary described the Spanx experience like wearing makeup. “…It just enhances you and it makes you more confident in what you are wearing.”

Petite marketing executive Lorri Sidoti also compared Spanx to make-up. “Is that cheating?” she asked.

Sidoti said the body shapers lend a hand with certain fabrics. “One pair goes further down my thighs and is good for itchy pants, which to me is as, or maybe more important, [than the slimming feature], since I cannot function when something is itchy.”

“I've never worn Spanx,” said Patty Andrews. “I've always just worn pantyhose. However, I must say that I am intrigued by them.”

Do Spanx make you feel/look thinner? “Oh yes! At least 5 pounds thinner,” said Mary.

But not everyone seems enamored with the Spanx concept.

“Honestly, I've never heard of Spanx before. I can't imagine buying one; I'm too old, and nothing much will hold me in anyway, without the excess popping out somewhere else, which is uncomfortable and would make me look like I had a birth defect,” said one Johns Creek professional.

“I've learned over the years that it doesn't pay to wear anything that's uncomfortable. Even at the times that one wants to make one's best impression, it's all for naught if you can't enjoy yourself because you're in oxygen arrest,” said Sydney, a mortgage broker.

“Just like spike heels, unlined wool, and scratchy lace, I'm not into instruments of couture torture,” she continued.

Alas, with all the fabulous food and drink around the holiday season, a little Spanx under the tree might not be such a bad idea.

“After my last attempt to put on a body-hugging dress (it wasn't even a little black one), it became painfully obvious that I could have used a pair or two … and that I'm not in my twenties any more,” said Vivian, an area PR executive.

"Now we have more than 40 innovative products for women. We have an all-hosiery bra, so comfortable it's called 'Bra-llelujah!' We have control-top fishnet stockings and Power Panties, our second best-selling product (after Spanx footless pantyhose). We have two new collections in intimate apparel, one called 'Hide and Sleek,' which is a line of smoothing cami’s, slips, and panties that firm and tone,” said Blakely in an online forum.

Blakely has been awarded Women Entrepreneur of the Year, along with many other awards and distinctions. When she isn’t thinking of a new way to help us hide our imperfections more comfortably, she is working on the Sarah Blakely Foundation with a goal of empowering women around the globe.

Bra-llelujah!