maid, America's number one shapewear brand, has revived its brand with a sumptuous new advertising campaign, showcasing its incredibly soft M collection designed for young-minded consumers. From the brand that wrote the book on bras, maid proudly showcases the best in body-wear essentials (that are anything but basic), with youthful cuts, bold colors and sought-after comfort in its new collection. maid METER.
The revitalized M collection from Hanesbrand's Maidenform brand redefines underwear with youthful cuts, bold colors and comfort. Embracing female boldness and individuality, the campaign features a decadent “WoMansion” scenario and a custom song by Princess Nokia. Maidenform M combines a century-long legacy with a modern era of self-expression and unapologetic femininity.
“maid “M is not just a line of intimates, it is a celebration of feminine boldness, confidence and unapologetic individuality,” she said. Sandra Moore, VP of Digital Marketing, HanesBrands. “We are very excited to bring M to life with this new campaign. It is the collective effort of a predominantly female creative and client team that created a vision that captures the essence of Maidenform legacy of a century and brings it into a modern era.”
Conceived by BARKER and directed by Christine Yuan, the maid The M campaign takes place in the fabulous setting of a “WoMansion”, a decaying mansion inhabited by five unique women. Each room at WoMansion is meticulously designed, inspired by the M collection, and exudes an undeniable modernity that complements the brand's commitment to on-trend designs.
The campaign features a custom song by talented artist Princess Nokia, adding an empowering and distinctive touch to the entire viewing experience. The commercial, filmed by an all-female crew, aims to resonate with women on a personal level, showing the M woman embracing life to the fullest.
“Our maximalist M campaign celebrates the M woman doing exactly what she wants with a decadent ad that's deliciously over-the-top and unapologetic,” she said. Sandi Harari, creative director of BARKER. “It aligns with 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 for no one else's eyes. No apologies.”
The campaign marks a milestone in the brand's rich history and ushers in a new era of self-expression and unapologetic femininity. maid M leverages a century of experience delivering intimate innovation and touts an incredible heritage as an original and ultimately global American brand:
maid is recognized as the first intimate apparel company to advertise.
During world war II, maid adapted its manufacturing operations to support wartime efforts to create more than 28,000 special communications vests for American soldiers and manufacture parachutes for military use.
In 1927, the company patented several cutting-edge designs, including full-figure bras and a bra with raised seams.
In 1949, the company launched its famous “I Dream” advertising campaign, which lasted 20 years, growing the brand and consolidating maidm like a family name.
The “I Dream” ad campaign later appeared in the second season of Mad Men, in which the fictional ad agency was asked by its client to create ads similar to Maidenform.
M is available at an incredible price at major retailers and directly to consumers through retailers' websites, the brand's website and in-house stores.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (HU)
