Maidenform to Unveil Rebranding Strategy

The iconic 91-year-old bra and shapewear brand will present a formal runway fashion show on Jan. 26.

Maidenform will launch its new global The Art of Form brand platform this month in Amsterdam during Amsterdam Fashion Week.

The iconic 91-year-old bra and shapewear brand will present a formal runway fashion show on Jan. 26 at the Westergasfabriek, a renovated 19th-century industrial complex set in modern landscaped parkland located near Amsterdam’s city center.

The catwalk show, which will be attended by 750 guests including retailers, the media and fashion influencers, will be made accessible to the public by bloggers and stylists via social media as well as videos, which will feature behind-the-scenes footage. The show will be designed as an interactive art gallery that will play off Maidenform’s modern new direction with a focus on lots of sheer and transparent styles in high-tech fabrics.

“It’s a sexy new brand platform that embraces the art and beauty of the female form,” said Maurice Reznik, chief executive officer of Maidenform Brands Inc. “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 plan to unveil the transformation of our heritage brand into a total bodywear brand.”

Reznik noted that a new streamlined Maidenform logo and recent product launches including Comfort Devotion and Weightless Comfort bras, undies and shapewear in plush, seamless fabrics that mold the figure will be part of the presentation. The first collection of hosiery by Maidenform, which began selling online at maidenform.com for fall 2012, will also be showcased.

Amsterdam was selected for the global launch because Maidenform has long-established ties with the Netherlands, Benelux and Northern Europe.

“We chose Amsterdam because it’s a very important market for us and Maidenform has been a very important resource there for many years,” said Reznik. “We wanted to get the message out that Maidenform is a modern, sensual brand, and we’ll be introducing a whole new look and brand architecture.”