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15th March 2019, Winston-Salem, NC

New shapewear collection introducing Lycra FitSense in US

Model Aiyana Lewis wearing Maidenform Magic Slimming shapewear as part of a show-stopping evening outfit. © Refinery29

Model Aiyana Lewis wearing Maidenform Magic Slimming shapewear as part of a show-stopping evening outfit. © Refinery29

Maidenform, America’s leading 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 is designed to offer the targeted, slimming profile women love without the need for bulky, sewn-in panels. Fabric with high Lycra fibre content aims to deliver 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.”

To promote the Magic Slimming collection launch, Maidenform and The Lycra Company have partnered with Refinery29. © Refinery29

To promote the Magic Slimming collection launch, Maidenform and The Lycra Company have partnered with Refinery29. © Refinery29

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 fibre.”

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 campaign. 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.

www.maidenform.com

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