Maidenform Relaunches its Brand with Fresh M Campaign, Serving up Craveable Comfort in Underwear, Bras, and Bodywear

Maidenform, America’s No. 1 shapewear brand, has reignited its brand with a sumptuous new advertising campaign, showcasing its unbelievably soft M collection designed for young-minded consumers. From the brand that wrote the book on bras, Maidenform is proudly showing off the next best thing in body basics (that are anything but basic), with youthful cuts, bold colors, and craveable comfort in its new collection, Maidenform M. (Photo: Business Wire)

Maidenform, America’s No. 1 shapewear brand, has reignited its brand with a sumptuous new advertising campaign, showcasing its unbelievably soft M collection designed for young-minded consumers. From the brand that wrote the book on bras, Maidenform is proudly showing off the next best thing in body basics (that are anything but basic), with youthful cuts, bold colors, and craveable comfort in its new collection, Maidenform M. (Photo: Business Wire)

Maidenform M Ushers in a New Era of Innerwear from the Beloved Hundred-Year-Old Brand

WINSTON-SALEM, N.C., February 20, 2024--(BUSINESS WIRE)--Maidenform, America’s No. 1 shapewear brand, has reignited its brand with a sumptuous new advertising campaign, showcasing its unbelievably soft M collection designed for young-minded consumers. From the brand that wrote the book on bras, Maidenform is proudly showing off the next best thing in body basics (that are anything but basic), with youthful cuts, bold colors, and craveable comfort in its new collection, Maidenform M.

"Maidenform M is not just a line of intimates, it is a celebration of female boldness, confidence and unapologetic individuality," said Sandra Moore, Vice President Digital Marketing, HanesBrands. "We are so excited to bring M to life with this fresh campaign. It is the collective effort of a predominantly female creative and client team who crafted a vision that captures the essence of Maidenform’s century-long legacy and brings it into a modern era."

Conceived by BARKER, and directed by Christine Yuan, the Maidenform M campaign unfolds in the fabulous surroundings of a "WoMansion," a decadent mansion inhabited by five unique women. Each room within the WoMansion is meticulously designed, inspired by the M collection, and radiates an undeniable modernity that complements the brand's commitment to on-trend designs.

The campaign features a custom song by the talented artist, Princess Nokia, adding an empowering and distinctive touch to the entire visual experience. The commercial, shot by a female team, aims to resonate with women on a personal level, showcasing the M woman embracing life to the fullest.

"Our maximalist M campaign celebrates the M woman doing exactly what she wants with a decadent spot that’s deliciously, unapologetically over the top," said Sandi Harari, Chief Creative Officer at BARKER. "It aligns with so many of our own values as an agency – what it means to be a woman today. It represents fully embracing who we are for ourselves and no one else's gaze. No apologies."

The campaign marks a milestone in the brand’s rich history, ushering in a new era of self-expression and unapologetic femininity. Maidenform M leverages a century of expertise delivering intimates innovation and touts an amazing heritage as an original American and ultimately global brand:

• Maidenform is recognized as the first intimate apparel company to advertise.

• During World War II, Maidenform adapted its manufacturing operations to support war time efforts to create over 28,000 special communications vests for American soldiers and manufacture parachutes for military use.

• In 1927, the company patented several cutting-edge designs including full figure bras, and a seamed-uplift bra.

• In 1949, the company launched its famous "I Dream" ad campaign which ran for 20 years, growing the brand and cementing Maidenform as a household name.

• The "I Dream" ad campaign was later featured in season two of Mad Men in which the fictional ad agency was asked by its client to create ads similar to Maidenform’s.

M is available at incredible value at major retailers and directly to consumers through retailer websites, the brand’s website and in owned stores.

Maidenform

For fashion-forward women who see every layer of clothing as a form of expression, Maidenform is the go-to intimates brand offering a powerful portfolio of modern styles, backed by an unparalleled history of innovation. Maidenform is committed to empowering women to show the world who they really are – one cute bra, underwear, shapewear at a time.

Maidenform is owned by HanesBrands. For more information, visit www.maidenform.com.

ADVERTISING AGENCY CREDITS
BARKER

Chief Creative Officer - Sandi Harari
Creative Director - Maya Kagan
Associate Creative Director, Art- Nancy Dao
Creative Director, Copy- Catherine Eccardt
Senior Art Director- Angela Yen
Copywriter - Sarah Bielawski
Associate Art Director - Delany Salazar
Agency Producer - Ray Rainville
Agency Producer - Shelley Nickerson
Account Lead - Kim Tracey
Account Director - Kelsie Johnson
Account Supervisor - Lauren Young

PRODUCTION CREDITS
Production Company: Object and Animal
Director: Christine Yuan
Executive Producer: James Cunningham
Producer: Karen Chen
Director of Photography: Xiaolong Liu
Editor: Nick Rondeau (Cabin Editing Company)
Photographer: Joelle Grace Taylor (Agency Arts)
Stills Retoucher: Rob Dewey (Digismith)
Music Artist - Princess Nokia
Music Supervision + Original Music: Knock it Out Music
Music Producer: Wellington Lora
Composer: Ryan Nach
Mix Engineer: Griffin D’Amato for PLUSHnyc

CLIENT CREDITS
Maidenform

View source version on businesswire.com: https://www.businesswire.com/news/home/20240220534952/en/

Contacts

Nicole Ducouer, Director of Corporate Communications, HanesBrands
Nicole.ducouer@hanes.com