Home / Knowledge / News / Apparel/Garments / Maidenform & Lycra launch new magic slimming collection

Maidenform & Lycra launch new magic slimming collection

18
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


Must ReadView All

Pic: Shutterstock

Retail | On 9th Jul 2020

UK unveils 2nd part of 3-phase plan for economic recovery

Chancellor of the exchequer Rishi Sunak recently announced a slew of...

Pic: lentamart / Shutterstock.com

Apparel/Garments | On 9th Jul 2020

Brooks Brothers files Chapter 11 bankruptcy proceedings

Brooks Brothers, America's oldest apparel company, recently announced ...

Pic: Sorbis / Shutterstock.com

Apparel/Garments | On 9th Jul 2020

Bangladesh apparel exports down 18.12% in FY20

Readymade garment exports from Bangladesh decreased by 18.12 per cent ...

Interviews View All

Priyanka, Studio Priyanka Rajiv

Priyanka
Studio Priyanka Rajiv

‘To reinvent the age-old tradition of embroidery to suit demographics and...

Sunil Rathore, Lacoste India

Sunil Rathore
Lacoste India

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

Cindy McNaull, Cordura

Cindy McNaull
Cordura

We have broad range of options in durable fabrics

Abhishek Ralli,

Abhishek Ralli

Founded in 1962 in Agra, Guide Footwear manufactures men’s footwear for...

Pratik Agarwal,

Pratik Agarwal

Breya is a brand of Indo-Western clothes for women owned by ABP Apparels...

Mario Ploner,

Mario Ploner

<div>Italian company Tecnomeccanica Biellese specialises in planning and...

Pranesh Sridharan & Berndt Koll, Lenzing

Pranesh Sridharan & Berndt Koll
Lenzing

The Lenzing Group produces Lenzing Lyocell and Modal cellulosic fibres of...

Johan Berlin, Investkonsult Sweden AB

Johan Berlin
Investkonsult Sweden AB

Investkonsult Sweden AB are consultants in the nonwoven and absorbent...

Justin Chan & Shyam Gollakota, University of Washington

Justin Chan & Shyam Gollakota
University of Washington

A fabric that can store data without any electronics or batteries has been ...

Prathyusha Garimella, Prathyusha Garimella

Prathyusha Garimella
Prathyusha Garimella

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

Akta Adani, India Boulevard

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Ritu Kumar, Label Ritu Kumar

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

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


July 2020

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


Advanced Search