Maidenform Art of Form at Amsterdam Fashion Week

Global intimate apparel company Maidenform kicked off the new year with a new look for 2013. The 91-year-old iconic lingerie and shapewear label took to the catwalk to launch The Art of Form, Maidenform’s new global brand platform.

It is said to be a sexy campaign that embraces the art and beauty of the female form. Maidenform introduced a streamlined modern logo and an expanded innovative product offering to an international audience with a formal runway show in Amsterdam at Amsterdam Fashion Week on Jan. 26.

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“We wanted to get the message out that Maidenform is a modern, sensual brand, and that we’re introducing a whole new look and brand architecture,” said Maurice Reznik, chief executive officer of Maidenform Brands Inc.

“Maidenform is defined by comfort and we are very excited about the transformation of our heritage brand into a total bodywear company.”

Maidenform explored each touch point of a woman’s body to arrive at shapewear, bras and pants reimagined, says the company.

New collections rolling out under The Art of Form blueprint feature technology to deliver the slimming control a woman needs, paired with the softest fabrics available, to transcend comfort in the form of stylish silhouettes with flirty finishes, according to the company.

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The Art of Form show was designed as an interactive art gallery and played off of Maidenform’s new modern direction. The show also recognized rising fashion talent.

Maidenform lingerie and shapewear was paired in an unexpected way with pieces from up-and-coming fashion designers, including Anne de Grijff, Irene Bussemaker, David Laport, Thom Barends, Collectie Arnhem, Julian Jap Stips and Laimbock.

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