American shapewear brand Spanx hires EdenCancan for UK drive

The brand has called in EdenCancan to handle all of its UK PR activity.

The slimming underwear, which is understood to be worn by celebrities including Oprah Winfrey and Kim Kardashian, is sold in the UK through Selfridges, Harvey Nichols, John Lewis and Debenhams.

EdenCancan is charged with promoting the current men’s and women’s ranges and launching brand additions.

Creative director Nick Ede said: ‘I cannot wait to strategically promote the new additions to the existing ranges. Spanx are a must-have item for everyone and shapewear is going to be on the tips of everyone’s tongues in 2012.’

EdenCancan worked with Spanx in 2010 on the launch of its range for men in the UK. It won the account after a competitive pitch process.

The success of the brand in the UK has led the company to appoint a retained agency to work across its entire collection.