With more than 100 years of expertise in the innerwear space, Maidenform has undoubtedly written the book on bras. And while the story thus far has been captivating, filled with rich detail and complex change, it is the next chapter in the company’s book that it says will give today’s consumers what they have been craving.
Recently launched in fall 2023, Maidenform M is the brand’s cheekier, sassier sister designed to appeal to today’s young-minded consumer. With the collection, Maidenform M takes its century of innovation and category leadership to on-trend designs made for the modern woman. M reimagines innerwear that can double as outerwear and creates sexy basics that make a statement, all while staying steadfast to the company’s commitment to quality and comfort.
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More than a range of intimates, M wants its consumers to celebrate themselves for who they are and champions body positivity for all. The experience with Maidenform M is designed to be nothing short of exceptional from how the fabric feels on your skin to how it makes you feel when you wear it.
Here, Sandra Moore, vice president of brand marketing at HanesBrands, talks to Fairchild Studio about the current landscape of the intimates market, Maidenform’s place in it and designing for the modern woman.
Fairchild Studio: How would you describe the current innerwear market?
Sandra Moore: Maidenform is a 100-plus-year-old brand and that is not by chance. We have always adapted to meet consumers where they are. The current innerwear market challenges brands to deliver products that are comfortable and inclusive.
We hit the nail on the head with Maidenform M. The fabrics are buttery soft, so you do not feel like you must run home and strip off your bra. You want to lounge in M, but you can also wear it out. Innerwear as outerwear is something we have noticed as a rising trend, and we are here for it. Inclusivity and female empowerment are themes that are driving intimates as well.
Fairchild Studio: As a brand with a deep heritage, how has Maidenform continued to modernize and stay relevant to the consumer?
S.M.: From historic beginnings to a modern-day icon, Maidenform has been shaping the way women feel about themselves and their intimate wear for over a century. When a woman chooses her lingerie for the day, she is choosing how she wants to feel and move in the world – Maidenform is there for her every step of the way.
We have a contemporary approach for Maidenform M that includes product innovation, an updated brand image and strategic collaborations to amplify our visibility. For the brand that wrote the book on bras, Maidenform is a celebration of every woman’s personal style and comfort.
Fairchild Studio: How has the younger consumer impacted the market?
S.M.: The innerwear as outerwear trend started with Gen Z. Throwing a blazer over a bra has become a chic and bold fashion statement. Styling M products as outerwear is something we see younger consumers embrace. The Maidenform M collection has fun, vibrant colors and streamlined silhouettes that complement so many shapes and sizes.
The younger consumer also wants to feel confident and embrace their own individuality while also remaining comfortable and not breaking the bank. M ticks the boxes on all these requirements, delivering deliciously comfortable and stylish products that are also accessibly priced.
Fairchild Studio: How would you describe the Maidenform M consumer?
S.M.: She is playful, cheeky, confident and loves the feel of Maidenform M against her own skin. She is empowered and believes M enhances her personal shape and style. She views her bras, underwear and bodywear as an extension of herself. She is youthful and sees her intimates as another way to express her own personal style.
Fairchild Studio: How does Maidenform M approach design for today’s consumer?
S.M.: Maidenform leads by innovating and designing to meet the modern women’s needs and M is no exception. We have a keen focus on our M consumer and the lifestyle and fashion trends that directly impact the styles and designs she needs today and in the future.
Maidenform M is a collection of cool, new silhouettes – including the bodysuit, the shorty, the high-leg bikini, and seamless lift wireless bras – all touting buttery-soft, seamless fabrications, patented comfort technologies and supportive yet flexible fit solutions in a range of sizes.
The soft structure construction featured in the collection still offers her support, stretch, and recovery, so she does not have to sacrifice shaping for comfort. Every piece has style – it is part of the Maidenform DNA.
Even though not everyone sees it, the M woman will know that her innerwear has pretty detail, interesting strap designs, embellishments, and cool injections of color.
Fairchild Studio: How does Maidenform M foster body positivity and inspire its customers to feel comfortable in their own skin?
S.M.: Everything about M is yummy, comfortably confident and sexy for her. From buttery soft fabrics to vibrant, delicious and rich colors.
These product attributes translate to the way our consumers feel when they wear Maidenform M. They are insanely comfortable, versatile, wearable and inclusive for many shapes and sizes. The cuts, colors and styles are all fresh and the M woman can start her look with a next-to-skin layer that screams confidence. This collection provides unmatched softness and flexible fits and is designed for those who want chic, stylish basics that make a statement. Style, confidence, empowerment and unparalleled comfort are all core values of the Maidenform M collection. And while many of our consumers know us and love us, we want to become top-of-mind for that next generation of fashion-forward women.