Maidenform is joining with the Lycra Co. as the first U.S. brand to bring the lightweight, targeted support of Lycra FitSense technology to the market.
Maidenform is introducing Lycra’s new technology in its new Magic Slimming collection. The new shapewear line features a lightweight fabric and targeted firm control powered by Lycra FitSense.
Maidenform, a division of HanesBrands, said the Magic Slimming shapewear collection offers a targeted, slimming profile 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.
“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,” Tim Blankenbaker, general manager of Maidenform Shapewear and DKNY Intimates, said. “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. The silhouettes also 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 softly against the body.
“We knew Maidenform would be an ideal partner to bring this new technology to market in the United States,” Michelle Schlegel, marketing manager for the Lycra Co., said. “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 launch, Maidenform and Lycra have partnered with Refinery29, a media and entertainment company for women, to develop a co-branded marketing campaign. Highlighting fail-safe looks, the campaign features social media influencer and model Aiyana Lewis wearing Maidenform Magic Slimming shapewear. The campaign will be shared on Lewis’ Instagram account, and on digital platforms operated by Maidenform and the Lycra brand.
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 at kohls.com and at select Kohl’s retail locations in the U.S., as well as on Maidenform.com. The collection will be available at other mid-tier and department stores beginning in April.