"Aother fantastic insight."
Sleek and stylish that goes from day to night
Busy working mum of two Emer Roche has no time for fraught morning style rituals and with two pairs of Shapemoda pants in her wardrobe, her sartorial choices are made easy
In recent years I’ve found shopping the high street more and more difficult. Finding the right cut, shape and price is hard. There’s the holy trinity of Massimo Dutti, & Other Stories and Cos. Marks & Spencer has elevated its cool status by bringing Sienna Miller on-board to promote its new range but stumbling upon that elusive, perfect-fitting pair of trousers is still a rare event.
Enter Shapemoda, a visionary fashion company that tailors trousers to suit five distinct female silhouettes. Founded by the dynamic Italian sisters Annaoliva and Vanessa Durigon, Shapemoda emerged in 2019, drawing upon their extensive backgrounds in fashion and communications.
Frustrated by set sizing in retail, the women wanted to produce trousers that fit and flatter different shapes not just volume. As Vanessa puts it, “Body shape is what you are and size is what you have; what you are will never change whereas what you have may change over your lifetime”. This makes perfect sense to me. While my best friend and I are the same dress size, we can never swap clothing, as we are completely different shapes.
The Shapemoda website allows clients to figure out their shape very quickly through a quick online test. Mine was no surprise to me, but some women may find they believe themselves to be one shape but are a different one altogether. After this you can order the trousers in your shape and size online and they are delivered in beautiful and personalised packaging.
