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Janie Bryant partners with Maidenform
03
Aug '10
Call it a revealing look at underwear: Janie Bryant, the costume designer for the AMC TV hit series “Mad Men,” has partnered with Maidenform Brands, Inc. to help enlighten and guide women on the importance of intimate apparel as the foundation for creating personal style.

In her role as Maidenform's Wardrobe Expert, Ms. Bryant who won an Emmy for her work on HBO's “Deadwood” western themed series and is now a multiple Emmy nominee for her work on “Mad Men,” will join Maidenform in helping educate consumers by offering flattering fit and styling tips as well as share her expertise in dressing an array of body types, a skill honed while working on the set.

“Usually, the television-viewing audience doesn't see the foundation pieces, but it's so important to me that the actors not only feel their character on the outside, but on the inside as well, and that is why intimates plays an integral role,” said Ms. Bryant.

“I am thrilled to be teaming up with Maidenform to help educate women on the role of intimate apparel as the ultimate foundation of fashion. Maidenform has a strong heritage of product innovation and fit expertise, and I share the same passion and commitment to helping every woman look and feel her best which starts with the first thing she puts on.”

The collaboration with Maidenform will take Ms. Bryant to social media and consumer events across the country throughout this year and next.

“Throughout our 88-year history, Maidenform has been committed to providing women with innovative and truly comfortable underpinnings to help them look and feel their best,” said Maidenform CEO Maurice Reznik. “Enlisting the expertise of Ms. Bryant gives our consumers professional advice from the world of celebrity wardrobing and stresses the importance of the role intimate apparel plays in the foundation of fashion.”

“The partnership with Janie and Maidenform is an exciting and unique venture. We share like brand philosophies, are passionate about the importance of foundations as part of a woman's wardrobe and fundamentally agree on empowering women to enhance their sensuality and confidence,” said Lucille DeHart Chief Marketing Officer.

The collaboration will coincide with the publication of Ms. Bryant's style tome “The Fashion File” set for release this fall, which aims to help women “tap into their inner leading lady.”

Maidenform Brands Inc


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