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Why SHAPE Lingerie Exists

Bangladesh is one of the largest garment-producing countries in the world. Its factories make intimate apparel for women across Europe, North America, and Asia. But the bras they produce are designed for Western body proportions, cut from Western sizing data, built for Western women. The women stitching them could not find a bra that fit their own bodies.

Monoshita Ayruani grew up in that gap. She lived through the same problem millions of Bangladeshi women face: bras that dig, ride up, lose shape, or simply do not fit, because they were never designed for South Asian body types. The options were imported products sized for someone else, or unbranded local products with no sizing data and no conversation.

She is a storyteller and a builder. She spent eight years leading creative work at WebAble Digital, telling the stories of garment workers to 38 million people worldwide, winning Digital Agency of the Year, and learning how brands are built from the inside. But the question would not leave: why does a country that makes bras for the world not make them for its own women?

In 2019, she designed the answer. SHAPE Lingerie started by measuring real Bangladeshi women, building from that data, and talking about fit openly in a market where intimate apparel was barely discussed. Over 500,000 fittings later, the premise became a brand, five stores, a 51,000-strong women's community, and a category that did not exist before.

"Monoshita Ayruani started out as a frustrated customer looking for the right innerwear. She fought against cultural norms, stigma, and taboos to cater to a vast market that is silent about their needs."

The Daily Star

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Firsts in Bangladesh

Created the seamless bra category. Before SHAPE Lingerie, seamless wireless bras designed for South Asian body proportions did not exist in the Bangladeshi market. SHAPE Lingerie built the category from scratch.

First brand built entirely from local measurements. Every product is shaped by sizing intelligence perfected over 500,000+ fittings and consultations with Bangladeshi women.

First mastectomy bra line. Dignified, well-fitting options for breast cancer survivors that did not previously exist in the local market.

Pioneered free private fittings. Every fit consultant is trained in the science of Bangladeshi women's body types. Over 500,000 consultations and counting. Walk into any store or message on WhatsApp (+880 1784 163199).

Built a safe space for 51,000+ women. Girl Talk is a private Facebook community where Bangladeshi women talk openly about fit, body confidence, and intimate apparel. In a culture where these conversations often happen in whispers, Girl Talk made them normal.

"In a world where beauty has double standards, Monoshita Ayruani is a breath of fresh air."

Dhaka Tribune

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What our customers say

The Women Who Wear SHAPE Lingerie

"I've been using SHAPE products since 2023. Bras can be so comfortable, I wouldn't have known if I hadn't tried their products. Instead of buying 2 or 3 bras for 300 or 400 taka from Nurjahan Market, try their Seamless series. You can clearly feel the difference."

Jahnnobi Rahman, Facebook

"This single brand has improved my life in so many ways. From comfort to being seamless, these products are absolutely stunning!"

Reshma Amin Bithi, Facebook

"Their signature seamless bra is easily the best bra in my drawer. Smooth, buttery fabric that doesn't lose its stretch."

Ishrat Mim, Facebook

"At first I bought 2 seamless bras and ordered another 6. Feeling so comfortable. At last I find the right place."

Razia Khan Kandahary, Facebook

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Recognition

Stanford Seed Spark · Stanford Graduate School of Business, 2022
Six-month entrepreneurship program for founders scaling ventures in developing economies.

TEDxDU Speaker · 2026
Women's comfort, body confidence, and founder-led brand building. Earlier, an organizer of TEDxDhaka (2014).

bti Stellar Women Award · Winner, Startup and Entrepreneurship, 2023
Presented by bti and The Daily Star. View the award.

Professional Fellows Program · Alumna
International exchange for emerging leaders. Read more.

Emerald Publishing · Peer-reviewed case study
"Redefining the 'shape' of things to come." Read the case study.

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Featured in

Bangladesh's Leading Publications

Prothom Alo
Bangladesh's most widely read newspaper, reaching over 50 million readers, covered SHAPE Lingerie's role in reshaping how Bangladeshi women think about intimate apparel. Read the coverage.

The Daily Star · 3 features
"Shape: a startup that's breaking stereotypes"
"How SHAPE is redefining lingerie for women in Bangladesh"
"Fighting stigma: comfort to diverse shapes"

Dhaka Tribune
"Shaping the future: how one bra broke generations of bias"
"The shape of love"

The Business Standard
"Do not be confused, just wear SHAPE"

Nagorik TV · National television segment on body positivity and proper sizing.

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The Founder

Monoshita Ayruani

Started writing at 13. Co-founded WebAble Digital in 2013, growing it to $1.5M+ revenue and 80+ employees serving Nokia, GSK, Reckitt, MetLife, HSBC, and UNDP. She conceptualized "Made in Equality" (38M+ views, BuzzFeed, HuffPost), led Bangladesh's first COVID-19 awareness campaign with UNDP (18M+ reached), and won Digital Agency of the Year 2017, multiple Bangladesh Brand Forum Golds, and CMO Asia 2019.

She founded SHAPE Lingerie in 2019 because Bangladesh makes bras for the world but not for its own women, building it from local body data, pioneering free private sizing, and growing a 51,000-strong women's community. Published author of "Letters from Home" (2020) and co-founder of Mad Koffee. Stanford Seed Spark alumna (2022), bti Stellar Women winner (2023), Professional Fellows Program alumna, and BYLC graduate.

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Visit us

SHAPE Lingerie Stores

Free, private sizing consultations. Walk in, get measured, try on. No purchase needed, no pressure.

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Find Your Fit

Every SHAPE Lingerie bra comes with cash on delivery, discreet packaging, and a 7-day fit guarantee. Not sure of your size? Our fit consultants will help you, free, in any of our five Dhaka stores or via WhatsApp (+880 1784 163199).

Find your fit · Shop by body type · Shop bestsellers · Shop for occasions · Noir

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For media

Press & media enquiries

For interviews, founder commentary, product images, or partnership enquiries, reach us on WhatsApp (+880 1784 163199) or via our contact page.

"Do not be confused, just wear SHAPE."

The Business Standard

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Frequently Asked Questions

What makes SHAPE Lingerie different from international brands in Bangladesh?

Bangladesh makes bras for the world, but those bras are designed for Western bodies. SHAPE Lingerie created the seamless bra category in Bangladesh and designs every product from local body data perfected over 500,000+ fittings. Own M–3XL sizing (no cup notation), fit consultants trained in Bangladeshi women's body science, free private consultations in five stores and via WhatsApp. COD, discreet packaging, 7-day fit guarantee. Browse all bras.

Who founded SHAPE Lingerie?

Monoshita Ayruani, in 2019 in Dhaka, because Bangladesh produces garments for the world but its own women could not find bras that fit. Before SHAPE, she co-founded WebAble Digital ($1.5M+ revenue, 80+ employees), led the 38M-view "Made in Equality" campaign, and directed Bangladesh's first COVID-19 awareness campaign with UNDP. Stanford Seed Spark alumna, bti Stellar Women winner, published author.

Has SHAPE Lingerie been in the press?

Covered by Prothom Alo, The Daily Star (3 features), Dhaka Tribune, The Business Standard, Nagorik TV. Peer-reviewed Emerald Publishing case study. Founder is a Stanford Seed Spark alumna and bti Stellar Women winner.