Home / Knowledge / News / Apparel/Garments / Maidenform's campaign embraces art & beauty of female form
Maidenform's campaign embraces art & beauty of female form
01
Feb '13
Maidenform kicked off the new year with a new look for 2013. The 91-year-old iconic lingerie and shapewear label took to the catwalk to launch The Art of Form, Maidenform's new global brand platform— a sexy campaign that embraces the art and beauty of the female form. Maidenform introduced a streamlined modern logo and an expanded innovative product offering to an international audience with a formal runway show in Amsterdam at Amsterdam Fashion Week on Jan. 2

"We wanted to get the message out that Maidenform is a modern, sensual brand, and that we're introducing a whole new look and brand architecture," said Maurice Reznik , chief executive officer of Maidenform Brands Inc. "Maidenform is defined by comfort and we are very excited about the transformation of our heritage brand into a total bodywear company."

Form meets function with a revolutionary new product assortment of shapewear, lingerie and hosiery that redefines comfort. Maidenform explored each touch point of a woman's body to arrive at shapewear, bras and pants reimagined. New collections rolling out under The Art of Form blueprint feature groundbreaking technology to deliver the slimming control a woman needs, paired with the softest fabrics available, to transcend comfort in the form of stylish silhouettes with flirty finishes.

"With an ultra sexy runway show, we demonstrated a woman doesn't need to compromise style for comfort. Amsterdam Fashion Week was the perfect venue to introduce Maidenform's new direction and our commitment to making real women look and feel their best," said Catherine Shannon, Maidenform shapewear designer.

Maidenform showcased sensuous feminine silhouettes featuring cutting edge technology in both intimates and shapewear. The show highlighted recent product launches including Comfort Devotion bras, panties and shapewear in plush, seamless fabrics that mold the figure, Easy-Up, Shiny Control It!, Custom Lift, Decadence, Dream, Enthralled, Pure Genius, Fat Free Dressing and future introductions including Weightless Comfort, the ultimate in lightweight shapewear, and Sleek Stripes, launching later on this year.

The Art of Form show was designed as an interactive art gallery and played off of Maidenform's new modern direction. The show also recognized rising fashion talent. Maidenform lingerie and shapewear was paired in an unexpected way with pieces from up-and-coming fashion designers, including Anne de Grijff, Irene Bussemaker, David Laport, Thom Barends, Collectie Arnhem, Julian Jap Stips and Laimbock.

"The feel of the show was very French Vogue...stylish glamour. We used a lot of sheers to celebrate the female form and emphasize Maidenform shapewear, bras and hosiery," says Ferry van der Nat, the stylist for Maidenform at Amsterdam Fashion Week.


Must ReadView All

India to be largest cotton producer in 2018-19: USDA

Textiles | On 22nd Jun 2018

India to be largest cotton producer in 2018-19: USDA

For the fourth consecutive season, India is expected to be the...

Organic Basics gets Polygiene help for advanced underwear

Apparel/Garments | On 22nd Jun 2018

Organic Basics gets Polygiene help for advanced underwear

Danish firm Organic Basics is working with Swedish company Polygiene, ...

Courtesy: Pexels

Textiles | On 22nd Jun 2018

Pakistan's textile exports up 9.82% in July-May FY18

The value of textile and garment exports from Pakistan increased by...

Interviews View All

Nuno Venda
ROQ

‘There has been an increase in demand for water based inks, rather than...

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Claudia Kersten
Global Organic Textile Standard

‘GOTS is a very efficient supply chain management tool, especially for...

Carolin Russ

Weko, Weitmann & Konrad GmbH & Co KG, based in south Germany, is...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Akshat Chaudhary

Aizome, Asia's first Fairtrade denim brand, is all set to launch next...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

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

Leave your Comments


June 2018

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

news category


Related Categories:

Advanced Search