Maidenform Expands Its Comfort Devotion Collection With New No Wire Bras

   Maidenform Expands Its Comfort Devotion Collection With New No Wire Bras

PR Newswire

WINSTON-SALEM, N.C., Feb. 20, 2014

WINSTON-SALEM, N.C., Feb. 20, 2014 /PRNewswire/ --Maidenform, the iconic
intimate apparel brand, extends its revolutionary Comfort Devotion line with
the launch of the No Wire collection. The new collection includes three
wireless bra styles that provide the shape and form of an underwire bra
without the wire. Each style features brushed cup liners, signature superior
plush fabrics and soft cushioned pads for added comfort and every day wear.

(Photo: )

"We pride ourselves in delivering the latest in product innovation for women,"
said Tricia Bouras, vice president and general manager, contemporary bras for
HanesBrands. "Up until now, women have had to sacrifice shape and lift when
selecting a wireless bra. With this latest launch, we are providing our
customer with a new and improved intimates experience paired with Maidenform's
signature ultra-soft fabrication to keep her looking and feeling her best."

A hidden internal support system and engineered foam provide the shape, lift
and support a woman needs. Maidenform's trademark Comfort Devotion material
can be found at every touch point, while delicate details of lace
embellishments, two-tone coloring and ticking bows add a feminine touch to the

"Maidenform's new Comfort Devotion No Wire bras perfectly combine fashion and
function," said Mary Alice Stephenson, style and beauty expert. "Finally,
there's a comfortable bra that actually gives you the lift and shape you need
without the underwire."

Launching February 2014, the No Wire bras have a manufacturer's suggested
retail of $40.00 and include the No Wire Demi: Sizes 32A-36A and 32-38C-C;
Extra Coverage No Wire: Sizes 34-40B-C and 34-38D; and No Wire With Lift:
Sizes 32-36A and 32-38B-C. All styles are offered in a variety of basic and
fashion colors including Black, White, Latte Lift, Lasting Leopard and She's
My Peach.

Continuously reinventing new ways to offer the best in intimates and
shapewear, Maidenform's new Comfort Devotion No Wire bras follow the November
2013 launch of the brand's popular Comfort Devotion Full Fit Collection.

About Maidenform
An intimate apparel leader since  1922, Maidenform offers comfortable, stylish
and innovative bras, panties and shapewear to women with an active lifestyle,
a sense of style, and an appreciation for the way they look. Maidenform
products may be found in leading department stores and national chain stores
and direct to consumers via outlet stores and websites. Maidenform is owned by
HanesBrands (NYSE: HBI), a socially responsible leading marketer of intimate
and basic apparel under some of the world's strongest apparel brands.

SOURCE Maidenform

Contact: Bernadette Wallace, HanesBrands, 336.519.6250,; Lindsey Kopp, ALISON BROD PUBLIC RELATIONS,
Press spacebar to pause and continue. Press esc to stop.