Home / Knowledge / News / Apparel/Garments / Maidenform's shapewear collection reinvents comfort
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. 

Must ReadView All

Textiles | On 6th Dec 2016

Garments, yarn export entitlement quota extended for 1 yr

Indian government has extended the export entitlement quota for...

Textiles | On 6th Dec 2016

Cash inflow will revive sales: Textile industry

The textile industry representatives are hopeful of revival of...

Courtesy: SIMA

Textiles | On 6th Dec 2016

Amma gave special attention for textile growth in TN: SIMA

Former Tamil Nadu chief minister J Jayalalithaa paid special...

Interviews View All

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Victor Chao
Esmetex

‘In future, clothing boundary lines will become increasingly blurred.’

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
December 2016

December 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search