Underneath it all, is it body negativity?

Half of the women feel Kusha Kapila (in pic) has bridged a market gap, and shapewear doesn’t make you skinnier, but makes your outfit look seamless. The other half agree that it’s adding to the body image issues. PIC/instagram/@kushakapila

Okay, I have tried Kusha Kapila's body-shaping brand. I bought a strapless brassiere, that is now lying unused in my wardrobe. Why? Well, it was uncomfortable. Who knows - maybe I got the wrong size. But I just realised that I should admit it that body-shaping inner wear just isn't my jam. It makes me feel squeezed in, and to some extent, fake. My body isn't like that, so why should I look like that. I have ample curves, and love handles, and well, it's fine if they are visible. One day, when the diet and workout finally show results, well, that will be the day. Just you wait.

But, this is not about me using Kapila's brand. This is about people on social media having multiple opinions on her journey from being the body-positive funny girl to skinny Bollywood actor to entrepreneur whose brand is all about body shaping and wearing inner wear that helps you appear perfect in that body-hugging dress. As one creator said, "What's the point of you telling people to love themselves, and accept themselves, when the whole brand is based on the fact that you feel fat and insecure, just look skinnier, and buy this Rs 3000 tummy tucker." The comments on the post are divided. Half of the ladies feel that Kapila has bridged a market gap, and shapewear doesn't make you skinnier, but makes your outfit look seamless. The other half agree that it's adding to the body image issues.

That brought me to another reel where a creator says that the ads for the brand show a woman saying that bra lines showing under a T-shirt are super unflattering, and so one must buy a bodysuit that gives a flawless look. She then goes on to say, "As kids, we were told that bra straps showing is so pick-me. now, you are saying even bra shapes under a T-shirt is also unflattering.
But the body suit is Rs 2300, and if I have to wear it every day, I have to buy three." Her point: don't create more problems. Kapila herself has commented under this reel, she will try and do better, and she has always endorsed panty lines. But, she doesn't address the question about the price point. The other comments are again divided - many defend Kapila's right to run a business, and many are just tired that they have one more thing to think about.

That brings me to a review reel, where the creator goes on to say that the price point doesn't meet the quality, and that she didn't feel supported in the fit. And another reel, which we can ignore, says that Kapila copies Kim Kardashian and her brand Skims. After all, inspiration is the name of the game.

Well, in my humble opinion, Kapila is an astute businesswoman. She first got skinny, and started getting big-ticket roles on OTT and movies. She then started a business - which could be the only way to stay relevant for a longer time and also make money. And we can't begrudge her any of that success.

But, as a 44-year-old woman on social media, I will agree that the women and the shapes we see, do influence our minds. When I see a full-bodied woman flaunting her belly in a swimsuit bindaas, I feel inspired, I feel motivated, I feel like, "wah, maybe I can do that too." And when I see ads for tummy tuckers and inner wear that makes you look perfect, I do feel a kind of irritation. I do get it. I get that women who wear pants and formals to work will appreciate this, as it will make their outfit shine in corporate spaces. In creative spaces, it doesn't matter - the imperfections add whimsy and character.

I just feel that like some women, I am tired of trying to be perfect. Trying to be flawless, or seamless. I am tired of even the makeup, the skincare, ozempic, the sexy athleisure, the nails, the hair - and shapewear for me falls into that same category. But because social media amplifies the need society has for us to be perfect, maybe that's why a former curvy girl (whom we all related with) turning into a skinny entrepreneur who sells shape wear could be a trigger for many.

In the end, Kapila shouldn't care about the trolls. She just raised almost Rs 55 crore for her brand. The buyers of her brand shouldn't care as well, for they have a brand that they trust. And the non-buyers of her brand shouldn't care as well. Just go be unhinged and full of flaws with your bra lines showing. This, too, shall pass.

See you next week.

Ranting and raving about all that's trending on social media, Aastha Atray Banan is an author, creator, podcaster, and the Editor of your favourite weekend read, Sunday mid-day. She posts at @aasthaatray on Instagram.
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The views expressed in this column are the individual's and don't represent those of the paper.