Lyssé, the New York City-based lifestyle apparel brand with slimming technology, has named Juliana Prather to the newly created post of president, effectively immediately.

Prather will oversee all aspects of the business at the company’s offices in Manhattan.

She will report to Devin Anderson, chief executive officer.

“Juliana brings industry experience and a passion for building brands just as Lyssé begins a new phase of growth. We believe her extensive knowledge in fashion brands, global marketing and retail will help drive our growth strategy for Lyssé,” said Anderson.

Prather most recently served as vice president of strategy and licensing for Maidenform Brands Inc. for two years, where she led corporate projects on consumer insights, branding and international growth. Over the past 20 years, Prather has served on executive teams that relaunched the Jack Rogers brand as well as Italian sneakers brand Superga, where she worked with brand messaging, e-commerce and product strategies for the U.S. market. She has also held executive and international leadership positions at Liz Claiborne, Jones New York and Nine West.

Lyssé — a twist on the French word meaning smooth — is a specialist of smoothing and slimming leggings and shaping lifestyle pieces. The company was founded in 2009 by Beth Gold-Cohen, a former dress buyer and merchandise manager at Macy’s.

Lyssé is sold in more than 2,000 better specialty retailers in the U.S., Canada, Australia and Europe, as well as major stores including Nordstrom, Bloomingdale’s, Dillard’s and Macy’s. In 2012, Gold-Cohen partnered with Indianapolis-based E&A Cos. to bolster the growth of the brand. An annual wholesale sales volume was not available, but Gold-Cohen told WWD in April 2012 that revenues grew from $900,000 in 2010 to $4 million in 2011. At the time, she projected sales would exceed $6 million in 2012.