New Delhi, Mar 31 : Krvvy, a function-first women’s innerwear brand, has launched its All-Day Shaper Shorts, strengthening its presence in the everyday shapewear category. This is coming at a time when comfort-led design is reshaping how shapewear is worn and experienced. The move taps into a decisive shift in the innerwear market, where performance, ease, and all-day wearability are becoming the new baseline.
Krvvy’s All-Day Shaper Shorts is an everyday wear that offers light to mid-level compression that delivers subtle shaping while allowing ease of movement across daily routines, from long work hours to travel and social outings. Designed for the modern consumer who expects comfort, flexibility, and performance in equal measure, the product prioritises wearability without compromising on support. Crafted from a breathable blend of 67% polyamide and 33% elastane, the fabric is engineered to move with the body while maintaining shape retention through extended wear.
A key differentiator lies in its bonded construction, a smooth, stitch-free finish, making the garment virtually invisible under skirts, dresses, and workwear. The high-waist, upper-thigh silhouette is designed to contour the body and stay in place, addressing common category concerns such as rolling waistbands and discomfort during prolonged use.
Commenting on the launch, Yash Goyal, Co-Founder & CEO, Krvvy, said,
“The biggest challenge was getting the balance right. Most shapewear either supports or feels comfortable, rarely both. We focused on bonded construction to eliminate seams, and a fabric that adapts to the body rather than working against it. The goal was to create something women can wear for hours without constantly adjusting or feeling restricted. With All-Day Shaper Shorts, shapewear becomes invisible not just under clothing, but in how it feels.”
Anant Bhardwaj, Co-Founder, Krvvy, added that the shift toward comfort-led innerwear is becoming more pronounced.
“Customer feedback played a big role in shaping this product. Women in our focus group told us they wanted shapewear that isn’t too long or too short, stays invisible under dresses, and still delivers the right level of compression. That balance is exactly what we’ve aimed to achieve. Everyday shapewear is clearly evolving into a comfort-first, practical category.”
The All-Day Shaper Shorts are priced at INR 1499 and are available on the company website and e-commerce platforms namely Amazon, Myntra and Nykaa.The product is offered across sizes S – 5XL, catering to a diverse range of body types.
This launch builds on Krvvy’s recent introduction of the TrueForm Bra, as the brand continues to expand its portfolio of function-first innerwear designed for everyday comfort, versatility, and confidence.
Founded in 2023, Krvvy has since raised INR 7.2 crore to date and reported revenue of approximately INR 6 crore as of September in the current financial year, with a projected target of INR 15 crore for the full year. The company is currently expanding its product portfolio and strengthening its reach across India through its digital-first channels.
