Comfort is the new frontier for Maidenform

Maidenform’s much-vaunted Comfort Devotion line, which combines shaping properties with a concentration on comfort, launches in the UK in February.

Earlier this year, LI reported that Maidenform was working on a line using the latest fabric technology to create bras, pants and shapewear that combine contemporary silhouette with what it claims will be outstanding comfort.

Now the company that brought us bullet bras and Mad Men shapewear has announcedthe UK launch of its new line, Comfort Devotion, which it describes as its most significant development in a decade.

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No-sew technologies in the shapewear, elastic-free knickers, plush fabrics, Angora lace trims, super-soft wire casings and cloud-foam bra linings are among the fabrics used to make the line comfortable. Bras also feature a smooth wing and leotard back.

"This bra, the hope is that you are more comfortable wearing it than not wearing it… It’s not a re-invention of the bra, it is a re-invention of what you can expect of the comfort of a bra and still be sensual," Maurice Reznik, CEO of Maidenform, told LI in April.

Mad Men’s costume designer, Janie Bryant, is a brand ambassador for Maidenform and was quoted in the press release as saying: "“The collection is true to its name. The fabrics are soft to the touch and simply mould to the body. Some intimates can be so uncomfortable to wear, but this simply feels amazing!”

The collection comes in basic and fashion colours, including black, latte, white, scarlet and teal. Bra styles include a demi, push-up, full cup, strapless and T-back, and knickers come as hipster, bikini and thong. Shapewear includes an at-waist brief, at-waist thigh slimmer, at-waist boy short and full coverage foam body briefer.

Click here to see a selection of pieces from the Comfort Devotion line.



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