Kamakshi Agarwala launches shapewear brand Butt-Chique

By

Isabelle Crossley

Published
Sep 27, 2021

Kamakshi Agarwala has launched an India-based shapewear brand ‘Butt-Chique’ to cater to a wide range of Indian body types and offer innerwear solutions designed to empower the wearer. 

The new brand has launched online with a range of seamless shapewear, 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 U.S. size chart.”
 
As part of research and development for the brand, Agarwala went door-to-door to ask women of various sizes to try on the brand’s shapewear.

Agarwala asked 150 women to each try on every different size of shapewear 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 shapewear and give it a size chart.”