The lingerie and shapewear company Maidenform is to stage its first ever runway show on the official calendar at Amsterdam Fashion Week, where it will reveal its new brand concept, The Art Of Form.
The show will take place on January 26 at 6pm, and will be accompanied by a live stream, video of behind-the-scenes footage and social media engagement.
Maidenform will use the show to introduce a new, more streamlined logo and an expanded product offering of lingerie, shapewear and hosiery, including recent launches Comfort Devotion, Easy Up and Shiny Control It! and new SS13 products such as Weightless Comfort and Sleek Stripes.
The show will be styled by the international fashion editor Ferry Van Der Nat, who said: "Maidenform designs are perfect to use in a glamorous and unexpected way. The feel of the show will be very French Vogue… We’ll be using a lot of sheers to celebrate the female form and emphasise Maidenform shapewear, bras and hosiery… And of course we’ll be using a lot of underwear as fashion."
Maurice Reznik, CEO of Maidenform Brands, Inc, said: "Amsterdam Fashion Week is the perfect venue to introduce Maidenform’s fresh new look to our global community. Maidenform is defined by comfort and we are very excited to unveil the transformation of our heritage brand into a total bodywear brand."