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Maidenform's shapewear collection reinvents comfort
07
Aug '12
For the past 90 years, Maidenform has been redefining the intimates industry, from bullet bras to sexy shapewear, using new and innovative technology to create the best offerings for women. This year, Maidenform set out to reinvent comfort, exploring each touch point on the body, with an extraordinary collection that is designed to not only make women look good, but also make them feel amazing.

Hitting stores in December is the collection women will never want to be without or take off. The Comfort Devotion collection, a new collection of bras, panties and shapewear.

Aptly named, Comfort Devotion, the collection is designed with luxuriously plush fabrics and delicate trims that mold to the curves of the body for a sexy, seamless look. Every intimate detail of the silhouettes is tailored to ensure just that.

Bras are embellished with delicate Angora lace trims and offer plush cloud foam-lined cups with super soft wire casing.  The bras are also complimented by a smooth wing and leotard back for the ultimate fit and feel. Shapewear pieces are made with a soft, buttery mesh inside along with a no sew technology that makes it luxuriously comfortable and virtually invisible under clothes.

Panties are elastic free and made with an incredibly soft fused fabric that simply molds to the body and eliminates panty lines.  The collection is truly devoted to comfort and truly devoted to women.

"The collection is true to its name," says Janie Bryant, Mad Men's Costume Designer and Maidenform Brand Ambassador. "The fabrics are soft to the touch and simply mold to the body. Some intimates can be so uncomfortable to wear, but this simply feels amazing!" 

"Comfort Devotion is the most significant launch in a decade for Maidenform," commented Chief Marketing Officer, Lucille DeHart.  "The collection showcases a modern, simple and luxurious  aesthetic coupled with sensual new fabrics and trim that have been created through the lens of Maidenform's design sensibility….all resulting in what will become the new benchmark for comfort, a milestone similar to when we introduced One Fab Fit—the now No. 1 t-shirt bra in the country."  DeHart further stated, as the brand celebrates its 90th anniversary this year, "The re-invention of comfort will further establish Maidenform as the leading intimates authority and will lead us into the next chapter of our global iconic brand."

In the spirit of reinvention and innovative technology used in the collection, Maidenform has also partnered with Aurasma, an innovative augmented reality platform, to offer consumers the ability to use real world objects to discover, create and share virtual content. After downloading the free Aurasma Lite app, shoppers will be able to interact with Maidenform's in-store collateral in a new way: collection hangtags and signage marked with a specific call-to-action will indicate that there is special digital experience behind the item that can only be accessed through the app. 


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