(Filed Under wholesale Lingerie News). The latest consumer focus groups must be telling Maidenform that “comfort” is one of the things women want most in their intimate apparel. After all, the word appears six times in the firm’s latest press release describing its Amsterdam fashion show in late January where it launched “The Art of Form, Maidenform’s new global brand platform— a sexy campaign that embraces the art and beauty of the female form.” But, come to think of it, the word “sexy” appears twice — once as “ultra sexy” — not an association the company has invited much in the past.

The Art of Form, a new trademark the firm registered last summer, along with “a streamlined modern logo and an expanded innovative product offering to an international audience” were all included in the show, along with Comfort Devotion bras, panties and shapewear and other of the company’s intimates. (Styles from the Comfort Devotion collection pictured here).

“We wanted to get the message out that Maidenform is a modern, sensual brand, and that we’re introducing a whole new look and brand architecture,” declared Maurice Reznik, chief executive officer, in the release. “Maidenform is defined by comfort and we are very excited about the transformation of our heritage brand into a total bodywear company.” A PR writer went on to say, “Form meets function with a revolutionary new product assortment of shapewear, lingerie and hosiery that redefines comfort. Maidenform explored each touch point of a woman’s body to arrive at shapewear, bras and pants reimagined. New collections rolling out under The Art of Form blueprint feature ground breaking technology to deliver the slimming control a woman needs, paired with the softest fabrics available, to transcend comfort in the form of stylish silhouettes with flirty finishes.”

Maidenform’s shapewear designer, Catherine Shannon, added “With an ultra sexy runway show, we demonstrated a woman doesn’t need to compromise style for comfort. Amsterdam Fashion Week was the perfect venue to introduce Maidenform’s new direction and our commitment to making real women look and feel their best.”

Maidenform’s description of its presentation noted it “showcased sensuous feminine silhouettes featuring cutting edge technology in both intimates and shapewear” that was “paired in an unexpected way with pieces from up-and-coming fashion designers, including Anne de Grijff, Irene Bussemaker, David Laport, Thom Barends, Collectie Arnhem, Julian Jap Stips and Laimbock.”

“The feel of the show was very French Vogue...stylish glamour. We used a lot of sheers to celebrate the female form and emphasize Maidenform shapewear, bras and hosiery,” stated Ferry van der Nat, the stylist for Maidenform at Amsterdam Fashion Week.

The new Maidenform: comfort, okay. But now sexy, sensual and sensuous.

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Published 02-04-2013 by Nick Monjo