A bra is often overlooked as a significant design challenge, overshadowed by its private nature and concealed under clothing. However, for countless women, wearing the wrong undergarment can dictate the course of their day. Discomfort, visible straps, or poorly fitting cups can serve as constant distractions that gradually erode focus and confidence.
Monoshita Ayruani has chosen to tackle this everyday dilemma head-on. As the founder of SHAPE, a Bangladeshi lingerie brand, she prioritizes bras that prioritize comfort, functionality, and inclusivity in body shapes.
“When I established Shape, my vision was clear and straightforward,” she explains. “I aimed to enhance women’s comfort in their bodies.”
Ayruani often articulates her mission beyond mere fashion. To her, lingerie transcends aesthetics and trends; it’s about alleviating the physical burdens that women carry throughout their daily lives.
“Women are consistently navigating discomfort,” she remarks. “Whether walking the streets of Dhaka or engaging in everyday tasks, the cognitive load of physical distractions is ever-present.”
This heightened awareness extends into professional environments and social gatherings. Ayruani emphasizes that even minor physical discomforts can impede concentration and self-assurance.
“Constantly adjusting your bra during a meeting or feeling discomfort can detract from active participation,” she notes. “Physical discomfort hinders women’s full potential.”
Her design philosophy is pragmatic, aiming not to create flashy lingerie but rather garments that seamlessly integrate into daily routines.
“The goal is to alleviate that cognitive load,” she asserts. “Your undergarments should not be a concern when heading to work, school, or running errands.”
One of SHAPE’s flagship products is the seamless bra, tailored to suit the societal and climatic conditions of Bangladesh. Engineered to remain nearly invisible under clothing, these bras feature fused seams and materials that conform naturally to the body.
“When we say seamless, we mean that the bra should be practically undetectable when worn beneath clothing,” Ayruani explains. “Invisible in terms of color, seams, and straps.”
This design caters directly to the cultural context in which many Bangladeshi women reside. Visible bra straps are often viewed as social faux pas rather than ordinary wardrobe elements.
By reducing visibility, seamless bras empower women to control their clothing choices.
“It’s about empowerment,” she adds. “You shouldn’t have to alter your outfit because of your bra.”
Moreover, the design addresses practical concerns such as heat and humidity in Bangladesh’s climate, where layering undergarments can be uncomfortable.
“Layering multiple undergarments in this weather is impractical,” Ayruani states. “It compromises comfort and aesthetics.”
SHAPE also confronts a longstanding issue in lingerie design: the concept of “nude” colors. Ayruani challenges conventional industry norms by introducing shades like “Coffee,” catering to South Asian women with darker skin tones.
“We don’t label beige as ‘nude,’” she asserts. “Beige is beige. For brown skin tones, ‘Coffee’ serves as a nude color.”
This deliberate choice reflects a subtle form of rebellion against global standards that may not encompass diverse representations.
Fit is another core tenet of SHAPE’s ethos. Unlike traditional lingerie retailers, which often limit size options, Ayruani prioritizes products that mold to the individual, not the other way around.
“The product is meant to fit you, not the other way around,” she emphasizes.
Seamless bras utilize stretchable materials that adapt to fluctuations in body shape and weight, crucial for women whose bodies undergo frequent changes due to various factors.
“Women’s bodies are constantly changing,” Ayruani notes. “Even during monthly cycles, chest measurements fluctuate.”
In contrast to rigid underwire bras, SHAPE’s products feature softer structures that move with the body, rather than imposing a fixed shape.
Ayruani’s work with SHAPE may seem subtle, yet its impact is profound. A well-fitting bra saves time in the morning, a comfortable garment eliminates distractions at work, and an invisible strap prevents awkward moments at social gatherings.
Though seemingly minor individually, these adjustments collectively transform how women navigate their daily lives.
Ayruani encapsulates her philosophy succinctly — “I aim to alleviate a small burden,” she states. “By reducing discomfort, women have the mental space to focus on other pursuits.”
Photo: Courtesy