Maidenform has unveiled a new brand identity for the Maidenform M collection, which features soft underwear and casual basics geared toward younger consumers. This new brand identity accompanies a full advertising campaign showcasing the latest collection of the line, following the launch of the new modern-inspired Maidenform M line last fall.
“Maidenform M is more than just a lingerie line, it’s a celebration of women’s boldness, confidence, and unrepentant individuality,” said Sandra Moore, vice president of digital marketing for Maidenform’s parent company, HanesBrands, in a comment. “We are excited to revitalize M with this new campaign. It’s a collective effort by a female-focused creative and account team who have developed a vision that captures the essence of Maidenform’s centuries-old heritage and brings it into the modern age.”
The new campaign, conceived by the Barker Agency and directed by Christine Yuan, is set in “WoMansion,” a decadent mansion inhabited by five unique women. Influenced by the M Collection, each space in “WoMansion” exudes a contemporary vibe that perfectly matches the brand’s dedication to fashion design.
Shot by an all-female film crew, the campaign aims to connect with individual women and portray the M woman as someone who embraces life’s experiences wholeheartedly.Barker Chief Creative Officer Sandi Harari said in a statement, “Our minimalist M campaign celebrates the M woman doing what she wants to do in an atmosphere of decadence. This decadence is delightfully over the top without apology.”
“It aligns with many of our values as an organization – what it means to be a woman today. It stands for fully embracing ourselves and not the gaze of others. There are no apologies.” The new campaign marks a milestone in the brand’s history and capitalizes on a century of expertise in delivering innovative lingerie.
The new Maidenform M Collection is available at major retailers across the U.S., as well as on the brand’s website and in its own stores.