Shapewear has spent years fighting two battles at once. One is technical: creating garments that sculpt and support without becoming uncomfortable. The other is cultural: shaking off criticism that it promotes restrictive ideals around bodies and beauty. For many brands, the conversation often leans heavily on aesthetics and marketing language. For METRO BRAZIL, the discussion begins elsewhere.
For Alaa Kara Ali, CEO and Founder of METRO BRAZIL, performance starts with engineering. Compression, fit, climate, comfort and function all sit at the centre of how the brand approaches shapewear. Speaking about the category, Ali repeatedly returned to a simple point. “Support should never come at the expense of comfort or movement,” he said. “If a garment feels restrictive, it’s not doing its job properly.”
Support Without Restriction
That philosophy shapes how METRO BRAZIL approaches the fine line between support and discomfort. Rather than pursuing tighter garments or more aggressive compression, Ali said the focus is on precision. The company designs products with targeted support in areas such as the waist, abdomen and hips while keeping the overall feel breathable and wearable. Fit, he explained, is equally important because “even the best design can feel wrong if the sizing isn’t precise”. For him, shapewear should create confidence rather than limitation.
That thinking also informs one of the most overused terms in the category: sculpting. Ali said customers often hear the word but do not always understand what sits behind it. At METRO BRAZIL, sculpting is less about dramatic transformation and more about construction. “We use different compression zones and strategic panel placement to guide and support the body in key areas such as the waist, abdomen and hips,” he said. The goal, he added, is “less about changing the body and more about working with it through structure and engineering”.
The Fabric Behind the Function
Technical fabrics have become part of shapewear’s vocabulary, but Ali said each material used by METRO BRAZIL has a defined purpose rather than existing as a marketing phrase. Emana®, for example, “is designed to interact with body heat and is associated with helping support microcirculation and skin appearance over time”. Sensil® focuses on durability and shape retention so garments maintain performance after repeated wear, while Amni Soul Eco® supports sustainability goals by biodegrading more quickly under the right conditions.
Rather than depending on a single material, Ali said the aim is to combine fabrics that solve different challenges simultaneously. “We’re combining materials that each address a different part of the problem: performance, comfort, and responsibility.”
That approach becomes particularly relevant in a market such as the UAE, where heat can quickly expose weaknesses in a garment. Ali said climate considerations are built into product development from the beginning because “in high heat, the wrong fabric can feel heavy or suffocating very quickly”. To address that, METRO BRAZIL prioritises lightweight structures alongside moisture-wicking and hypoallergenic materials. He added that products are also tested extensively before launch. “We test it in high-heat conditions to make sure the compression holds without turning uncomfortable.”
Beyond Body Standards
Shapewear has historically faced criticism for reinforcing unrealistic body expectations, but Ali said the brand sees its role differently. “We don’t see shapewear as something that should define or change a body,” he said, explaining that products are often used during maternity, post-surgery or everyday life when customers simply want greater support and comfort.
“The intention is not to create an ideal shape, but to support the body as it is, through different stages,” he said. Rather than expecting wearers to adapt themselves to the garment, Ali said the product should adapt to them.
The same perspective influences how METRO BRAZIL defines luxury. While premium positioning often centres on branding, Ali said in shapewear it comes down to performance and consistency. “Luxury, in our category, comes down to how consistent the fit and compression remain after repeated wear,” he said, noting that fabric quality, durability and adaptability across body types all contribute to that experience.
Inclusivity, he added, requires more than a wide size chart. METRO BRAZIL currently offers sizes ranging from XS to 4XL, but Ali said range alone is not enough. Compression and fit need to remain consistent as sizing changes, while different life stages such as maternity and post-surgical recovery require entirely different design considerations. “Overall, it’s really about making sure the product works properly across bodies, not just claiming that it does.”
What Customers Changed
Customer feedback has reshaped more than product development. It has also challenged assumptions around how shapewear is understood. According to Ali, one of the biggest misconceptions customers have is around sizing. “Many people assume that going down a size will increase compression or effectiveness,” he said, “but it usually has the opposite effect.” Instead of improving results, incorrect sizing can compromise both comfort and performance.
The regional market also brought its own learning curve. Ali said expectations around fit vary significantly across the Middle East, making education around sizing and garment use increasingly important. Instructional content and measurement guidance became a practical response, helping reduce returns while building confidence among customers.
Feedback eventually prompted more substantial changes too. Ali said one recurring concern centred around hesitation when garments appeared smaller before being worn. To address this, METRO BRAZIL revised size charts, expanded guidance and introduced an AI Smart Fitting Room to generate more accurate recommendations. According to Ali, “it reduced the complaining rate due to the wrong size to 0”.
Another rethink came through customer confusion around compression itself. “Customers weren’t always clear about how different levels of compression translate into real wear,” he said. As a result, the company changed how products are presented by providing clearer explanations around compression levels, materials and expected outcomes before purchase.
Ali also pointed to skin-tone-inclusive colour options as one decision that continues to outperform industry norms. “It’s a simple design decision, but it significantly improves use and reflects how we think about real-life wear rather than just product appearance.”
He said customer expectations in the GCC often prioritise modesty, comfort and discretion equally. Shapewear, particularly under abayas and modest fashion, needs to remain largely invisible while maintaining support. “Shapewear needs to remain invisible under clothing while still delivering effective support,” he said.
That demand for functionality also reflects changing behaviour around how customers use the category. Data from METRO BRAZIL shows shapewear is no longer reserved solely for specific events. “Some wear it daily for comfort and support, while others use it for specific occasions as needed,” Ali said, adding that flexibility increasingly matters.
Product Before Marketing
Looking beyond the product itself, Ali said Brazilian manufacturing expertise remains the technical foundation of METRO BRAZIL, while regional feedback shapes how products adapt across markets. “Brazilian craftsmanship sets the standard, and regional insight ensures the product is relevant, intuitive and accessible where it’s worn.”
He explained that product development relies on both sides working together. Brazilian expertise informs engineering, construction and craftsmanship, while customer feedback from regional markets shapes how products evolve in practice through sizing preferences, fit expectations and assortment decisions.
That balance also became clearer through customer behaviour. Data from METRO BRAZIL showed shapewear is no longer reserved solely for special events. “Some wear it daily for comfort and support, while others use it for specific occasions as needed,” Ali said, adding that flexibility increasingly matters.
Building Beyond the First Purchase
Ali believes many apparel businesses still focus on visibility before product development. “A common mistake is focusing too early on marketing channels before the product is properly defined,” he said. For him, the industry often invests heavily in advertising and growth tactics before properly understanding the product itself.
“If the fit isn’t right or the value isn’t obvious when someone wears it, no amount of marketing will really fix that,” he said, arguing that apparel brands need to understand how a product behaves, who it serves and what genuinely differentiates it before attempting to scale.
Looking back at METRO BRAZIL’s own journey, Ali said there is one thing he would change. “We would have focused on shapewear from day one.” Early on, the company explored a broader product offering before recognising where its strongest differentiation sat.
In a direct-to-consumer market crowded with noise and constant launches, Ali said long-term success ultimately comes down to consistency. “If a product is reliable, comfortable and does what it claims without variation, it naturally builds trust,” he said. “Everything else tends to be secondary to that consistency.”
