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Maidenform's campaign embraces art & beauty of female form

01 Feb '13
3 min read

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.

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