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Dillard’s Adds New 3-D Bra

(Filed Under wholesale Lingerie News). “Women aren’t two-dimensional, so why should their underwires be,” Zofia Agee, designer for Modern Movement, a private bra label exclusive to Dillard’s, said about the brand’s 3-D Curves Wire.

Last month, the company launched the B.F.F. T-Shirt Bra featuring 3-D Curves Wire; the second bra in Modern Movement constructed with this underwire technology. The B.F.F. acronym stands for back-smoothing, full-coverage and flawless fit. The company introduced the technology in the 3-D Curves Wire Bra, which launched in stores last March at a retail price of $40 in sizes 32B through 40DD.

Agee developed the technology with Rhonda Eckhardt, Modern Movement product coordinator, as an answer to women’s complaints about uncomfortable underwire. They claim to have found the solution by developing a wire that twists to fit a woman’s curves, relieving pressure points and reducing discomfort.

Eckhardt said that, due to its initial success, Dillard’s plans to have between four and six styles in the 3-D Curves Wire assortment during 2011, which marks the sixth anniversary of the Modern Movement brand.

more wholesale Lingerie News >>

Published 10-11-2010 by Amanda Torres Price

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