Maidenform, America’s number one shapewear brand, is launching a new line of modern intimates named M, designed to be super comfortable and appeal to young-minded consumers who want superior fashion without any compromises. Maidenform M is taking craveable comfort to the next level with a buttery soft assortment of body basics (that are anything but basic) including bodywear, bras, and underwear, the brand explains.

“Maidenform wrote the book on bras with rich history and unmatched expertise in intimate apparel design. We are unveiling the next exciting chapter in Maidenform’s story - introducing M,” said Sandra Moore, VP Brand Marketing, Innerwear, HanesBrands.

“Throughout its iconic history, Maidenform has listened to its consumers by innovating and designing products that are loved by generations. M continues this tradition, serving up a major dose of style, confidence, empowerment, and unparalleled comfort.”

M brings modern cuts and colours to innerwear essentials that can also be worn as outerwear, touting a wide assortment of smoothing bodywear and seamless basics in a sleek and buttery soft fabric. The collection includes 19 styles across underwear, bras, and bodywear in neutrals and bold fashion colours, ranging in price from $5.50 - $42 and in sizes S – 3X.

Key Maidenform M features include:

- Reimagined, sexy basics that make a statement

- Unparalleled comfort with buttery-soft fabrics

- Innerwear designed to be flaunted as outerwear

- A range of irresistible colours to suit your every mood like Popsicle Pink, Vega Violet, Urchin Teal and Evening Blush

- Stretchy, flexible fit to flatter her curves

- Jaw-dropping portfolio with prices that say yummy

Maidenform has ramped up the consumer’s shopping experience with a refreshed website using powerful, innovative technology that delivers a fast and efficient way to shop. The latest styles are available on the brand’s website today. M can also be found at major retailers and directly to consumers through retailer websites and in owned stores.

www.maidenform.com