Lands' End Introduces Exclusive Shape & Enhance Swimwear Innovation
Breakthrough Technology Offers Various Levels of Targeted Shaping
DODGEVILLE, Wis., March 6, 2013
DODGEVILLE, Wis., March 6, 2013 /PRNewswire/ -- Lands' End introduces an
exclusive new swimwear technology that knits varying levels of tension control
into the lining of Shape & Enhance swimsuits. This breakthrough in swimwear
is accomplished through a body mapping process that targets the areas women
most want to smooth, while still offering comfort and freedom of movement.
The Shape & Enhance collection features silhouettes in one-pieces, tankini
tops and a choice of skirted or bikini bottoms, and is currently available at
SHAPE & ENHANCE VIDEO:
"The Lands' End Shape & Enhance collection is not about completely
transforming a woman's figure, but rather provides a little extra help to
achieve a flattering swimsuit appearance," said Erin McCormick, swimwear
merchandise manager, Lands' End. "Women will not only look beautiful and
confident in this innovative swimsuit assortment, but they will also be more
comfortable and have a range of movement and freedom not always associated
with shaping swimwear."
Path to Perfection
For more than two years, the swimwear design team has worked diligently to
perfect the targeted tension control found in the Lands' End Shape & Enhance
swimwear collection. The inspiration to develop the new swim shaping
technology came from today's high-tech athletic wear that offers body mapping
performance properties. Lands' End's swimwear designers were determined to
bring this same level of innovation to swimsuits.
The path to perfecting the Shape & Enhance swim collection included multiple
design attempts and dozens of swimsuit prototypes, and as with all Lands' End
swimsuits, fit models were called in to wear test and provide intricate
feedback. Today, the Shape & Enhance collection is exactly what the Lands'
End swimwear design team sought to achieve: a beautiful array of swimsuits
featuring the exclusive shaping and enhancing that offers women targeted
control while preserving freedom of movement.
Shape & Enhance Swimsuit Collection
There are a variety of options in the Lands' End Shape & Enhance swimsuit
collection. Each swimsuit features low tension control at the upper back area,
medium tension control at the bustline and hip areas, and maximum tension
control at the tummy.
"This collection is not about completely transforming your figure, but rather
providing a little extra help to achieve your most flattering swimsuit
appearance," said McCormick.
This season, the collection is beautifully designed in rich solids and
patterns. Highlights include:
oShape & Enhance Scoop Neck One-Piece ($169.00) – This elegant swimsuit
silhouette is designed to contour, not confine. The removable fabric belt
adds a unique look to help define the waist, while adjustable straps
customize the fit. Available in Shadow Dot Pattern in four colors –
Graphite Navy, Oak Moss, Orchid Wine or Black.
oShape & Enhance Halter Tankini ($84.00) and Ultra High-Rise SwimMini
($89.00) – This tankini top is made of a lightweight, breathable fabric
that softly shapes and features allover shirring to help disguise figure
flaws. Pair with the Ultra High-Rise SwimMini™ to achieve targeted Shape &
Enhance control to smooth where you want, plus flatter you from every
angle. In Bright Cobalt Blue or Black.
oShape & Enhance Halter One-Piece ($159.00) – Also featuring the exclusive
Shape & Enhance technology (hidden on the inside) to target areas to
refine or enhance. The deep V-neck and crisscross shirring accentuate the
bust and creates elegant shaping. Available in Alpine Teal, Bright Cobalt
Blue or Black.
oShape & Enhance Floral Underwire Tankini Top ($89.00) and Ultra High-Rise
Swimsuit Bottoms ($69.00) – The shirring and plunging neckline of the
tankini top helps to accentuate the bust while the underwire bra and
removable cups provide support. The adjustable straps of this graphic
floral print tankini top offer a better fit. Pair with the Ultra High-Rise
Bottoms to achieve targeted Shape & Enhance control. Tankini top in Floral
Pattern – Stone Gray, Alpine Teal, Orchid Wine or Cobalt. Bottoms
available in Graphite Navy or Black.
About Lands' End
Lands' End is a classic American lifestyle brand with a passion for quality,
legendary service, real value and a simple two-word promise to stand behind
everything it sells: Guaranteed. Period.® Lands' End delivers timeless style
for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands'
End Shops at Sears and around the world. Lands' End is a proud member of the
Sears Holdings Corporation (NASDAQ: SHLD).
SOURCE Lands' End
Contact: Michele Casper, Lands' End?, +1-608-935-4633?,
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