U.S. Maidenform continues to redefine the intimates industry

U.S. Maidenform continues to redefine the intimates industry

Over 90 years American Maidenform has been redefining the intimates industry, from bullet bras to sexy shapewear and by using new and innovative technology to create the best offerings for women.

In its new collection Maidenform is to reinvent comfort, exploring each touch point on the body and coming forth with a design to not only make woman look good, but also to make them feel amazing. The new collection will come to stores in December and women will never want to be without or take off: The Comfort Devotion collection entails bras, panties and shapewear.

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The collection is designed with luxuriously plush fabrics and delicate trims that nestle to the curves of the body for a sexy, seamless look. Every intimate detail of the silhouettes is tailored to ensure just this statement. Shapewear pieces are made with a soft, buttery mesh inside along with a no sew technology that makes it tremendously comfortable and virtually invisible under clothes. Bras are embellished with delicate Angora lace trims and offer plus cloud foam-lined cups with super soft wire casing and the bras are complimented by a smooth wing and leotard back for the ultimate fit and feel. Panties are elastic free and made with an incredibly soft fused fabric that simply nestle to the body and eliminates the ugly panty lines.

Maidenform is to offer to consumers and in the spirit of the collection an innovative augmented realty platform to use real world objects to discover, crate and share virtual content and for that purpose it partnered with digital specialist Aurasma. The Aurasma Lite app can be downloaded for free and shoppers will be able to interact with Maidenform’s in-store collateral in a new way: Collection hangtags and signage marked with a specific all-to-action will indicated that there is a special digital experience behind such items that can only be accessed through the app. When viewing through Aurasma, the in-store printed items will come to digital life with a special product images, videos and more.



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