Maidenform has rolled out its Magic Slimming collection, for which it collaborated with The Lycra Company for its FitSense technology.
Maidenform, the shapewear portfolio under HanesBrands, has introduced Magic Slimming. The line uses lightweight fabric and targeted ultra-film powered by the FitSense technology from The Lycra Company. The collection is a collaboration between the partnering brands.
The silhouettes offered in small through 2XL are Thigh Slimmer, High-Waist Thigh Slimmer, and High-Waist Brief. Each design is fitted with HanesBrands’ Cool Comfort technology to keep women comfortable while a no-slip waistband utilises silicone to minimise movement.
Maidenform created the range to afford wearers a flattering profile that eliminates the need for bulky sewn-in panels. With a high content of Lycra fibre, the fabric delivers a sculpted look and pattern that enhances its strength for a fit tummy, lifted rear, and smooth hips.
To promote the launch, Maidenform has partnered with media and entertainment company for women, Refinery29, to develop a co-branded marketing campaign. The push features social media influencer and model, Aiyana Lewis, who will showcases key evening outfits.
“Magic Slimming offers an exceptional experience so women of all sizes look and feel their best, thanks to innovative design, comfort features, Lycra fabric, and FitSense technology,” said Tim Blankenbaker, General Manager of Maidenform Shapewear and DKNY Intimates.