Maidenform Launches New Magic Slimming Shapewear Collection Introducing LYCRA® FitSense™ Technology in North America

Marketing News – MarketingTools365 – Mktg News – Marketing Tools 365 – //// Business Marketing news and Mktg News : Maidenform Launches New Magic Slimming Shapewear Collection Introducing LYCRA® FitSense™ Technology in North America :

Maidenform is the first U.S. brand to bring the lightweight, targeted
support of LYCRA
® FitSense™ technology
to market

WINSTON-SALEM, N.C.–(BUSINESS WIRE)–Maidenform, America’s No. 1 shapewear brand owned by HanesBrands,
in partnership with The LYCRA Company, has introduced the new Magic
Slimming collection. The new shapewear provides innovative
ultra-lightweight fabric, and targeted ultra-firm control powered by
LYCRA® FitSense™ technology.

The Maidenform Magic Slimming shapewear collection offers the
targeted, slimming profile women love without the need for bulky,
sewn-in panels. Fabric with high LYCRA® fiber content
delivers a sculpted look, while the printed LYCRA® FitSense™
pattern enhances the fabric’s strength for a fit that flattens the
tummy, smooths hips and lifts the rear.

“Our new Magic Slimming collection provides an exceptional wearing
experience that will help women of all sizes look and feel their best
thanks to innovative design, comfort features and the combination of
LYCRA® fabric and FitSense™ technology,” said Tim
Blankenbaker, general manager of Maidenform Shapewear and DKNY
Intimates. “Together with The LYCRA Company, we’re listening to women
and bringing them the shapewear solutions they want.”

The collection offers three silhouettes – Thigh Slimmer, High-Waist
Thigh Slimmer and High-Waist Brief – in sizes small through 2XL. In
addition to the innovative design, the silhouettes offer HanesBrands’
Cool Comfort technology that will help keep women comfortable and a “no
slip” high waistband that utilizes silicone to minimize movement and sit
soft against the body.

“We knew Maidenform would be an ideal partner to bring this new
technology to market in the United States,” said Michelle Schlegel,
marketing manager, The LYCRA Company. “We are excited to help the
Maidenform brand take its shapewear to the next level with LYCRA®
FitSense™ technology, a patented water-based dispersion that is screen
printed directly on fabrics made with LYCRA® fiber.”

To promote the Magic Slimming collection launch, Maidenform and
The LYCRA Company have partnered with Refinery29, a leading media and
entertainment company for women, to develop a co-branded marketing

The campaign, which highlights fail-safe looks, features social media
influencer and model Aiyana Lewis wearing Maidenform Magic
Slimming shapewear as part of a show-stopping evening outfit. The
Refinery29 feature will be shared across Lewis’ Instagram
account, as well as on Maidenform and LYCRA® brand
digital platforms.

Maidenform’s Magic Slimming collection comes in nude and black
and has a manufacturer’s suggested retail price of $44 for the Thigh
Slimmer and High-Waist Brief and $55 for the High-Waist Thigh Slimmer.
The collection is available now at
and at select Kohl’s retail locations in the United States, as well as
The collection will be available at other mid-tier and department stores
beginning in April.

For more information on Maidenform’s Magic Slimming collection, visit


An intimate apparel leader since 1922, Maidenform offers
comfortable, stylish and innovative bras, panties and shapewear to women
with an active lifestyle, a sense of style and an appreciation for the
way they look. Maidenform products can be found in leading
department stores and national chain stores and direct to consumers via
outlet stores and websites. Maidenform is owned by HanesBrands.
For more information, visit

The LYCRA Company

The LYCRA Company innovates and produces fiber and technology solutions
for the apparel and hygiene industries, as well as specialty chemicals
used in the spandex and polyurethane value chains. Headquartered in
Wilmington, Delaware, The LYCRA Company is recognized worldwide for its
innovative products, technical expertise, and unmatched marketing
support. The LYCRA Company owns leading consumer and trade brands:
name is new, its legacy stretches back to 1958 with the invention of the
original spandex yarn, LYCRA® fiber. Today, The LYCRA Company is focused
on adding value to its customers’ products by developing unique
innovations designed to meet the consumer’s need for comfort and lasting
performance. For more information, visit
LYCRA®, COOLMAX® and THERMOLITE® are trademarks of The LYCRA Company.


HanesBrands (NYSE: HBI) is a socially responsible leading marketer of
everyday basic innerwear and activewear apparel in the Americas, Europe,
Australia and Asia-Pacific. The company markets T-shirts, bras, panties,
shapewear, underwear, socks, hosiery, and activewear under some of the
world’s strongest apparel brands, including Hanes, Champion,
Bonds, Maidenform, DIM, Bali, Playtex, Bras
Things, Nur Die/Nur Der, Alternative, L’eggs, JMS/Just
My Size
, Lovable, Wonderbra, Berlei, and Gear for Sports.
More information about the company and its award-winning corporate
social responsibility initiatives may be found at
Visit our newsroom at
Connect with the company via social media: Twitter (@hanesbrands),
Facebook (,
Instagram (@hanesbrands_careers),
and LinkedIn (@Hanesbrandsinc).


Carole Crosslin, HanesBrands, (336) 519-3201

Karie Ford, The LYCRA Company, (302) 287-3095

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