Maidenform has hired celebrity stylist Micaela Erlanger to be a spokesperson and serve as the face of the brand.
“I’m actually a personal believer and user of the products so it made sense,” said Erlanger. “I have been buying their bras and their shapewear and using them personally and professionally with my clients for a long time. The partnership was very organic.”
As a brand ambassador, Erlanger — who styles celebrities including Lupita Nyong’o, Meryl Streep and Jared Leto — will offer the knowledge she’s learned on the job with Maidenform customers and lend them advice. She will also show customers how to use Maidenform’s products during the holiday party season.
Vicki Seawright, Maidenform’s vice president and general manager, said, “The Maidenform vision perfectly aligns with Micaela’s captivating spirit and commitment to fashion. We are constantly working to enrich the shopping experience and look forward to leveraging Micaela’s expertise to inspire and educate our customer.”
Read more from this week’s WWD:
The New Frontier: Direct-to-Consumer Fragrances: Hawthorne for Men, Phlur, Pinrose and Commodity Goods are part of a direct-to-consumer fragrance category growing online.
Jessica Alba’s Honest Beauty Expands, Plans Canada Launch: The beauty brand is also looking to move into Western Europe and Australia.
Retail Employment Rises Across the Board: Specialty stores and department stored boosted payrolls in September.