Celebrity Name: Heather McMahan
Brand Name: SPANX
Deal Type: Brand Campaign Partnership
Announced: March 24, 2026
Impact: Strengthens SPANX’s position in the comfort-first intimates space while spotlighting McMahan’s growing influence as a go-to comedic voice for major brand partnerships
- SPANX taps Heather McMahan as the face of its brand-new SPANXsupersmooth™ BraVa bra collection, launched via a digital campaign unveiled on March 24, 2026.
- The campaign takes a bold, nostalgia-fueled creative approach, playfully spoofing over-the-top 1980s-style lingerie ads, all led by a majority female crew, flipping old-school tropes to celebrate real comfort and self-confidence.
- The SPANXsupersmooth™ BraVa collection comes in three everyday t-shirt bra styles: Lightly Lined, Unlined, and Push-Up, available in a range of skin tones and fashion shades on Spanx.com.
- McMahan is currently touring North America on The Bamboozled Tour, her third national stand-up tour, riding high off two hit specials: Son I Never Had (Netflix, 2023) and Breadwinner (Hulu, 2024), both of which cracked the Top 10.
SPANX, the women’s lifestyle powerhouse founded by Sara Blakely in 2000, has teamed up with comedian Heather McMahan to launch its newest product line, the SPANXsupersmooth™ BraVa collection. The digital campaign dropped on March 24, 2026, and it’s anything but ordinary.
The creative concept leans hard into 1980s lingerie ad nostalgia (think pink satin sheets, dramatic bed poses, soft-focus lighting, and all the kitsch you can handle) but with a major twist.
Instead of selling fantasy romance or male approval, McMahan and SPANX flip the script entirely, making it about real-life comfort, confidence, and a healthy dose of self-aware humor.
The campaign was led by a majority female crew, a deliberate creative choice that adds an authentically female perspective to the entire production.
Katie Weeks, SVP of Brand at SPANX, called McMahan “the perfect fit,” noting that wit and charm have always been core to the SPANX identity.
The collection itself features flexible hinge cups designed to adapt to each wearer’s shape, free-cut bonded wings for smooth support, and three distinct styles to suit different preferences. It’s available now on Spanx.com.
On the career front, McMahan is on fire right now. She is currently criss-crossing North America with The Bamboozled Tour, her third national tour, following the breakout success of her hit stand-up specials Son I Never Had (Netflix) and Breadwinner (Hulu), both of which reached the Top 10.
This SPANX partnership fits perfectly alongside her growing brand presence, similar to how Sienna Miller recently partnered with Charlotte Tilbury for a major campaign and Graham Norton fronted Revolut’s “Welcome to My Bank” campaign, proving that authentic personality-driven brand deals are driving the biggest results in 2026.
Takeaways
This partnership is a masterclass in brand alignment. SPANX didn’t just hire a celebrity, they hired a comedian whose entire brand is built on being real, relatable, and unapologetically herself.
McMahan’s audience is largely women who laugh at the same everyday frustrations SPANX is designed to solve. That’s not a coincidence; that’s strategic genius.
The 1980s nostalgia angle is also a savvy creative move. Brands that lean into retro aesthetics with a modern, self-aware spin are consistently cutting through the social media noise right now.
By poking fun at the very tropes that used to sell lingerie, SPANX is signaling to its customer that it sees her, and that it has a sense of humor about the industry it operates in.
Does McMahan’s unfiltered, relatable comedy persona make her more effective as a brand ambassador than a traditional model or actress would be? Could this be the start of a longer-term, multi-product partnership between McMahan and SPANX?
