(Filed Under wholesale Lingerie News). Intimate apparel giant Maidenform has announced it is extending its popular Comfort Devotion line with the new No Wire Collection, comprising three bra styles that provide the shape and form of an underwire bra without the uncomfortable wire.

Engineeered foam and a hidden “internal support system” provide lift and support, according to Maidenform, while each style features superior plush fabrics, soft cushioned pads and brushed cup liners, making the styles perfect for everyday wear.

“Up until now, women have had to sacrifice shape and life when selecting a wireless bra,” Tricia Bouras, vice president and general manager for Maidenform contemporary bras, said in a statement. “With this latest launch, we are providing our customer with a new and improved intimates experience paired with Maidenform’s signature ultrasoft fabrication to keep her looking and feeling her best.”

The No Wire bra styles include the No Wire Demi, sizes 32A to 36A and 32 to 38, B to C; the Extra Coverage No Wire, sizes 34 to 40, B to C, and 34D to 38D; and the No Wire with Lift, sizes 32A to 36A and 32 to 38, B to C.

The bras are available in basic Black and White colorways, as well as Latte Lift, Lasting Leopard and She’s My Peach, all featuring delicate details like lace and bow embellishments. The styles have a suggested retail price of $40.

The Comfort Devotion line, launched in early 2013, was last updated in November with the launch of the Comfort Devotion Full Fit Collection.

Maidenform, founded in 1922, was acquired last year by North Carolina-based apparel leader HanesBrands Inc.

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Published 02-28-2014 by Katherine Rautenberg