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Maidenform relaunches Maidenform M brand with new campaign

By Vivian Hendriksz


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Maidenform M new campaign Credits: Maidenform

Maidenform has unveiled a new brand image for its Maidenform M line, which centers on its soft underwear and loungewear basics for young consumers. Following the launch of its new, contemporary line Maidenform M last fall, this new brand image is accompanied by a full advertising campaign that showcases the line's latest collection.

“Maidenform M is not just a line of intimates, it is a celebration of female boldness, confidence and unapologetic individuality,” commented Sandra Moore, vice president of digital marketing at HanesBrands, Maidenform's parent company, in a comment. “We are so excited to bring M to life with this fresh campaign. It is the collective effort of a predominantly female creative and client team who crafted a vision that captures the essence of Maidenform’s century-long legacy and brings it into a modern era.”

The new campaign, conceived by agency Barker and directed by Christine Yuan, takes place in the “WoMansion,” a decadent mansion inhabited by five unique women. Every space in the "WoMansion" draws influence from the M collection and exudes a contemporary flair that aligns perfectly with the brand's dedication to fashionable designs.

Maidenform M new campaign Credits: Maidenform

Filmed by an all-woman crew, the advertisement seeks to connect with women individually, portraying the M woman as someone who wholeheartedly embraces life's experiences. “Our maximalist M campaign celebrates the M woman doing exactly what she wants with a decadent spot that’s deliciously, unapologetically over the top,” said Sandi Harari, chief creative officer at Barker, in a statement.

“It aligns with so many of our own values as an agency – what it means to be a woman today. It represents fully embracing who we are for ourselves and no one else's gaze. No apologies.” The new campaign signifies a milestone in the brand's history and leverages a century of expertise in offering innovative intimates.

The new Maidenform M line is available at major retailers throughout the United States, as well as online at the brand's website and owned stores.

Maidenform M