A bodycon (portmanteau of "body-conscious") dress is a tight garment made of stretchy material that is intended to hug every curve of the wearer's body. Also known as bandage dresses, bodycon dresses first rose to popularity in the mid-1990s, marketed by French fashion label Hervé Léger.
The mass retail fashion group BCBG MaxAzria purchased the Hervé Léger label in 1998 and relaunched the brand in 2007, introducing the bodycon style to a larger audience. The New York Times called the bodycon dress "the pour-me-in-it party dress," and it is a favorite style of starlets such as Lindsay Lohan and Kim Kardashian. Vogue magazine suggests that the rise of the bodycon dress was part of a greater revival of 1980s fashion trends in the 2000s.