News & Blog

LYCRA® BRAND TEAMS UP WITH REFINERY29 TO DEBUT NEW MAIDENFORM® SHAPEWEAR COLLECTION

Mar 15, 2019

Maidenform® brand’s new shapewear collection, powered by The LYCRA Company’s latest innovation, LYCRA® FitSense™ technology, has launched in the U.S. at Kohl’s stores, kohls.com and Maidenform.com. This revolutionary product delivers targeted support exactly where women need it most. The new shapewear collection provides an exceptional wearing experience that will help women across a range of sizes look, feel and be their best.

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How It Works

LYCRA® FitSense™ technology is a patented water-based dispersion that can be screen printed directly onto fabrics made with LYCRA® fiber. This “brushed on power” adds functionality to the garment’s design and eliminates the need for bulky sewn-in panels. Best of all, women can feel confident that Maidenform® shapewear with LYCRA® FitSense™ technology will give them a targeted slimming profile they will love.

Connecting with Millennial Women

To promote the Maidenform® product launch, The LYCRA Company has developed a co-branded marketing campaign with Refinery29 (R29), a leading media and entertainment company for women. The campaign features social media influencer and model Aiyana Lewis, who wears Maidenform’s Magic Slimming shapewear as part of a show-stopping evening look. The Refinery29 feature will be shared with her 500,000 followers across her own digital channels, as well as on LYCRA® brand and Maidenform digital platforms.

Unmatched Marketing Support

No other spandex fiber brand invests in this type of direct-to-consumer marketing designed to resonate with their target consumer. Are you interested in adding value to your intimate apparel collections? Contact a marketing representative listed below to learn how you can source the best performing fabrics for casual bras and intimate apparel today!

North America:

Pattie Ficorilli

Michelle Schlegel


Europe (EMEA):

Edy Figini

Claire O'Neill

Christine Wahle

LYCRA® is a trademark of The LYCRA Company.