New look for Maidenform’s brand platform

New look for “old” Maidenform’s brand platform

At the occasion of the Amsterdam Fashion Week (ended January 31, 2013), American Maidenform  operating globally (lingerie and shape wear brand since 91 years and present in more than 64 countries and regions) has inaugurated its new worldwide brand and market platform and with the motto “The Art of Form” (an interactive gallery of art). It entails a sexy campaign dedicated to the art and beauty of the female corps and a new modern logo as well as an innovative product offer


Maurice Reznik, CEO of Maidenform Brands Inc. stated: “For us it was important to present Maidenform as a modern and sensual brand and by the introduction of a new look and new brand architecture. Maidenform is defining itself by wearing comfort and we are thrilled that the traditional brand is now a complete clothing company”.

At the occasion of the inauguration also young and talented fashion  designer have been bestowed and dessous and shape wear from Maidenform were combined with pieces of upcoming fashion designers such as Anne de Grijff, Irene Bussemaker, David Laport, Thome Barends, Collectie Arnhem, Julian  Jap Stips and Lambock.

The major brands of Maidenform are Maidenform®, Flexees®, Lilyette®, Control It®, Sweet Nothings®, Bodymates®, Self Expressions® and Inspirations®.

Videos, Backstage film impression, Inspirations of stylists and more can be had from the following first website, for company information refer to the second website address.

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