Maidenform Relaunches its Brand with Fresh M Campaign, Serving up Craveable Comfort in Underwear, Bras, and Bodywear

Maidenform, America’s No. 1 shapewear brand, has reignited its brand with a sumptuous new advertising campaign, showcasing its unbelievably soft M collection designed for young-minded consumers. From the brand that wrote the book on bras, Maidenform is proudly showing off the next best thing in body basics (that are anything but basic), with youthful cuts, bold colors, and craveable comfort in its new collection, Maidenform M.

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Maidenform, America’s No. 1 shapewear brand, has reignited its brand with a sumptuous new advertising campaign, showcasing its unbelievably soft M collection designed for young-minded consumers. From the brand that wrote the book on bras, Maidenform is proudly showing off the next best thing in body basics (that are anything but basic), with youthful cuts, bold colors, and craveable comfort in its new collection, Maidenform M. (Photo: Business Wire)

“Maidenform M is not just a line of intimates, it is a celebration of female boldness, confidence and unapologetic individuality,” said Sandra Moore, Vice President Digital Marketing, HanesBrands. “We are so excited to bring M to life with this fresh campaign. It is the collective effort of a predominantly female creative and client team who crafted a vision that captures the essence of Maidenform’s century-long legacy and brings it into a modern era.”

Conceived by BARKER, and directed by Christine Yuan, the Maidenform M campaign unfolds in the fabulous surroundings of a “WoMansion,” a decadent mansion inhabited by five unique women. Each room within the WoMansion is meticulously designed, inspired by the M collection, and radiates an undeniable modernity that complements the brand's commitment to on-trend designs.

The campaign features a custom song by the talented artist, Princess Nokia, adding an empowering and distinctive touch to the entire visual experience. The commercial, shot by a female team, aims to resonate with women on a personal level, showcasing the M woman embracing life to the fullest.

“Our maximalist M campaign celebrates the M woman doing exactly what she wants with a decadent spot that’s deliciously, unapologetically over the top,” said Sandi Harari, Chief Creative Officer at BARKER. “It aligns with so many of our own values as an agency – what it means to be a woman today. It represents fully embracing who we are for ourselves and no one else's gaze. No apologies.”