Home / Knowledge / News / Apparel/Garments / Expansion of '3-D Curves Wire' line
Expansion of '3-D Curves Wire' line
12
Oct '10
Modern Movement, a private brand exclusive to Dillard's announces the launch of the B.F.F. T-Shirt Bra, featuring “3-D Curves Wire” in stores now.

“We like to say Modern Movement is the brand that listens to women. Utilizing 'design thinking' to solve real issues makes us tick,” says Rhonda Eckhardt, Modern Movement Product Coordinator. The entire concept of the brand is based on comfort. Modern Movement bras are known for their many comfort features including soft cushioned hook and eye closures, contoured padded straps, 2-ply comfort wings, tag-free labels and reinforced wire channels.

The inspiration for the brand's latest creation, The B.F.F. T-Shirt Bra with “3-D Curves Wire”, came from Dillard's product development team's listening to women all over the country complaining about the discomfort of underwires. “Women aren't two-dimensional, so why should their underwires be, “says Zofia Agee, Designer for Modern Movement.

Intrigued by the principles of bra architecture and engineering, Eckhardt and Agee set out to find a wire to solve the most common complaint of women who wear underwires. Never taking “no” for an answer, the team went back and forth with manufacturers and suppliers numerous times until they found the right wire. That solution: A wire engineered with a twist to fit a woman's curves; it flexes, relieving pressure points and reducing discomfort.

“The flexibility of the wire works with your body shape. The engineered bend of the wire allows it to flex exactly how much it's needed, where it's needed, providing a much more comfort-friendly fit,” explains Agee.

The resulting “3-D Curves Wire” has been exclusive to Dillard's since March of 2010, when the original “3-D Curves Wire Bra” launched. The B.F.F. T-Shirt Bra which stands for Back-Smoothing, Full-Coverage, Flawless Fit is the 2nd bra in the Modern Movement collection to feature the revolutionary wire.

We are pleased with the initial success of the “3-D Curves Wire” program and plan to have around four to six styles in our assortment in 2011. “Six is our lucky number for 2011,” says Eckhardt. “2011 marks the 6th Anniversary of our brand.”

Modern Movement was conceived six years ago when Bill Dillard-III, Vice-President, GMM of Dillard's, challenged the product development team to push the envelope in the realm of bra design at an affordable price. “At the time, the market was inundated with very inexpensive bras. How do you compete with that? We don't. We simply make a more innovative bra. I'm proud to say we've done that with the '3-D Curves Wire',” says Dillard.

Dillard's Inc

Must ReadView All

Apparel/Garments | On 28th Apr 2017

Continue existing Duty Drawback, ROSL scheme post GST: TEA

Tiruppur Exporters' Association (TEA) has made requisitions to...

Apparel/Garments | On 28th Apr 2017

Deckers Brands starts review of strategic alternatives

Deckers Brands, a global leader in designing, marketing and...

Courtesy: Adidas

Apparel/Garments | On 28th Apr 2017

Adidas, Siemens initiate joint research programme

Adidas and Siemens are initiating a joint research programme for...

Interviews View All

Sachin Sharma
Gem Enviro Management Pvt Ltd

There are no significant differences between virgin yarn and PET recycled...

Pinkesh Jain
Everflow Petrofils Ltd

‘An innovative technology which India needs desperately is the...

Md Hanifur Rahman
Aman Group

The level of understanding the job role and organisational requirements...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Prathyusha Garimella
Prathyusha Garimella

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

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

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

news category


Related Categories:
April 2017

April 2017

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

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X