US shapewear brand Maidenform owned by HanesBrands, in partnership with The LYCRA Company, has launched the new Magic Slimming shapewear collection across the US.

Powered by LYCRA FitSense technology, the new shapewear collection offers ultra-lightweight fabric, and targeted ultra-firm control.

The Maidenform Magic Slimming shapewear collection provides the targeted, slimming profile that are loved by women without the need for heavy, sewn-in panels.

Fabric with high LYCRA fiber content results a sculpted look, while the printed LYCRA FitSense pattern improves the fabric’s strength for a fit that flattens the tummy, smoothens hips and gives a lift to the rear.

Tim Blankenbaker – general manager of Maidenform Shapewear and DKNY Intimates said: “Our new Magic Slimming collection provides an exceptional wearing experience that will help women of all sizes look and feel their best thanks to innovative design, comfort features and the combination of LYCRA fabric and FitSense technology.

“Together with The LYCRA Company, we’re listening to women and bringing them the shapewear solutions they want.”

The Magic Slimming shapewear collection comes with three silhouettes – Thigh Slimmer, High-Waist Thigh Slimmer and High-Waist Brief, in sizes small to 2XL.

Apart from the innovative design, the silhouettes are equipped with HanesBrands’ Cool Comfort technology that are said to help keep women comfortable, and a “no slip” high waistband that uses silicone to curb movement and stay soft against the body.

Michelle Schlegel – marketing manager, The LYCRA Company said: “We knew Maidenform would be an ideal partner to bring this new technology to market in the United States.

“We are excited to help the Maidenform brand take its shapewear to the next level with LYCRA FitSense technology, a patented water-based dispersion that is screen printed directly on fabrics made with LYCRA fiber.”

Maidenform and The LYCRA Company, to promote the Magic Slimming collection launch, have joined forces with media and entertainment company for women – Refinery29 to create a co-branded marketing program.

The marketing campaign, which emphasizes on fail-safe looks, has social media influencer and model Aiyana Lewis dressed up in Maidenform Magic Slimming shapewear.

Maidenform’s Magic Slimming collection is available in nude and black. The manufacturer’s suggested retail price is $44 for the Thigh Slimmer and High-Waist Brief and is $55 for the High-Waist Thigh Slimmer. The collection is currently available at kohls.com and at certain Kohl’s retail locations in the US and also at Maidenform.com. Starting from April, the Maidenform’s Magic Slimming collection will be available at other mid-tier and department stores.

  Aiyana Lewis, HanesBrands, Magic Slimming shapewear collection, Maidenform, Michelle Schlegel, Refinery29, The LYCRA Company, Tim Blankenbaker, USA