Maidenform, the iconic intimate apparel brand, extends its revolutionary Comfort Devotion line with the launch of the No Wire collection. The new collection includes three wireless bra styles that provide the shape and form of an underwire bra without the wire. Each style features brushed cup liners, signature superior plush fabrics and soft cushioned pads for added comfort and every day wear.“We pride ourselves in delivering the latest in product innovation for women,” said Tricia Bouras, vice president and general manager, contemporary bras for HanesBrands. “Up until now, women have had to sacrifice shape and lift when selecting a wireless bra. With this latest launch, we are providing our customer with a new and improved intimates experience paired with Maidenform’s signature ultra-soft fabrication to keep her looking and feeling her best.”
A hidden internal support system and engineered foam provide the shape, lift and support a woman needs. Maidenform’s trademark Comfort Devotion material can be found at every touch point, while delicate details of lace embellishments, two-tone coloring and ticking bows add a feminine touch to the collection.
“Maidenform’s new Comfort Devotion No Wire bras perfectly combine fashion and function,” said Mary Alice Stephenson, style and beauty expert. “Finally, there’s a comfortable bra that actually gives you the lift and shape you need without the underwire.”
Launching February 2014, the No Wire bras have a manufacturer’s suggested retail of $40.00 and include the No Wire Demi: Sizes 32A-36A and 32-38C-C; Extra Coverage No Wire: Sizes 34-40B-C and 34-38D; and No Wire With Lift: Sizes 32-36A and 32-38B-C. All styles are offered in a variety of basic and fashion colors including Black, White, Latte Lift, Lasting Leopard and She’s My Peach.
Continuously reinventing new ways to offer the best in intimates and shapewear, Maidenform’s new Comfort Devotion No Wire bras follow the November 2013 launch of the brand’s popular Comfort Devotion Full Fit Collection.