Maidenform news and archive

Maidenform relaunches Maidenform M brand with new campaign

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...

Fashion

Maidenform targets new generation with launch of M collection

American shapewear brand Maidenform has launched a new line of contemporary intimates under the name M, designed with younger generations and younger-spirited consumers in mind. The new Maidenform M collection features an assortment of bodywear, bras and underwear in bright colours and neutrals that can be worn as intimates, loungewear or even...

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Fashion

Maidenform’s new shapewear introduces Lycra FitSense to US

America’s leading shapewear brand Maidenform, owned by HanesBrands, has teamed up with Lycra for its new ‘Magic Slimming’ collection that features the targeted support of Lycra FitSense technology. The shapewear collection has been designed to offer a targeted, slimming profile without the need for bulky, sewn-in panels, instead the...

Fashion

Hanesbrands buys rival Maidenform

The American apparel retailer Hanesbrands and maker of Wonderbra announced on Tuesday that it plans to buy rival Maidenform Brands Inc. for approximately 547 million dollars to expand its bra business. By acquiring the lingerie and intimate fashion group, Hanesbrands would add the brands Maidenform, Flexees and Self Expressions to its existing...