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Maidenform & Lycra launch new magic slimming collection

Mar '19
Pic: HanesBrands
Pic: HanesBrands
Maidenform, US-based shapewear brand owned by HanesBrands, in partnership with Lycra, has introduced the new magic slimming collection. The new shapewear provides innovative ultra-lightweight fabric and targeted ultra-firm control powered by Lycra FitSense technology. Lycra develops fibre and technology solutions for the apparel and hygiene industries.

The Maidenform magic slimming shapewear collection offers the targeted, slimming profile women love without the need for bulky, sewn-in panels. Fabric with high Lycra fibre content delivers a sculpted look, while the printed Lycra FitSense pattern enhances the fabric’s strength for a fit that flattens the tummy, smoothens hips, and lifts the rear, according to HanesBrands.

“Our new magic slimming collection provides an exceptional wearing experience that will help women of all sizes look and feel their best thanks to innovative design, comfort features and the combination of Lycra fabric and FitSense technology. Together with Lycra, we’re listening to women and bringing them the shapewear solutions they want,” Tim Blankenbaker, general manager of Maidenform shapewear and DKNY intimates said.

The collection offers three silhouettes, thigh slimmer, high-waist thigh slimmer, and high-waist brief, in sizes small through 2XL. In addition to the innovative design, the silhouettes offer HanesBrands’ cool comfort technology that will help keep women comfortable and a no-slip high waistband that utilises silicone to minimise movement and sit soft against the body.

“We knew Maidenform would be an ideal partner to bring this new technology to market in the US. We are excited to help the Maidenform brand take its shapewear to the next level with Lycra FitSense technology, a patented water-based dispersion that is screen printed directly on fabrics made with Lycra fibre,” Michelle Schlegel, marketing manager at Lycra said.

To promote the magic slimming collection launch, Maidenform and Lycra have partnered with Refinery29, a leading media and entertainment company for women, to develop a co-branded marketing campaign. The campaign, which highlights fail-safe looks, features social media influencer and model Aiyana Lewis wearing Maidenform magic slimming shapewear as part of a show-stopping evening outfit. The Refinery29 feature will be shared across Lewis’ Instagram account, as well as on Maidenform and Lycra brand digital platforms. (GK)

Fibre2Fashion News Desk – India

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