Maidenform’s new shapewear introduces Lycra FitSense to US

America’s leading shapewear brand Maidenform, owned by HanesBrands, has
teamed up with Lycra for its new ‘Magic Slimming’ collection that features
the targeted support of Lycra FitSense technology.

The shapewear collection has been designed to offer a targeted, slimming
profile without the need for bulky, sewn-in panels, instead the
ultra-lightweight fabric features high Lycra fibre content to deliver a
sculpted look, while the printed Lycra FitSense pattern enhances the
fabric’s strength for a fit that flattens the tummy, smooths hips and lifts
the rear.

This collaboration with Lycra marks the first collection to feature the
new technology in the US.

“Our new Magic Slimming collection provides an exceptional wearing
experience that will help women of all sizes look and feel their best
thanks to innovative design, comfort features and the combination of Lycra
fabric and FitSense technology,” said Tim Blankenbaker, general manager of
Maidenform Shapewear and DKNY Intimates in a statement. “Together with The
Lycra Company, we’re listening to women and bringing them the shapewear
solutions they want.”

The collection offers three silhouettes, Thigh Slimmer, High-Waist Thigh
Slimmer and High-Waist Brief, in sizes small through 2XL.

Michelle Schlegel, marketing manager at The Lycra Company, added: “We
are excited to help the Maidenform brand take its shapewear to the next
level with Lycra FitSense technology, a patented water-based dispersion
that is screen printed directly on fabrics made with Lycra fibre.”

Images: courtesy of Maidenform