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Maidenform is launching a new line of contemporary lingerie for younger women that it is calling Maidenform's Charmed and targeting at women ages 16-22 who want fashionable basics that also show more skin. "This junior customer wants more plunge and less coverage," says director of business development Eunice Byun, whose new business strategy might get her younger customers grounded.
The contemporary lingerie line will include panties and five styles of bras, including a classic foam-cup T-shirt bra, a racerback push-up that is actually really cute, a push-up halter, and two bandeau versions. The color scheme is intended to keep the line looking youthful in violet, red, black, white, pale pink, robin's egg blue, dotted blackberry, with black ombré lace and the classic pink/champagne and black/violet combinations. Special lingerie effects include diamond-print lace and mesh treatments and a thankfully removable printed halter strap. They also feature a signature faux diamond charm, which we're pretty sure could be pulled off.
The new line is set to launch on May 25, and the prices aren't bad. Bras are $24, and panties are a recession-friendly five for $25. Bras for women ages 16-24 are actually showing growth potential in this economy, with sales increasing appreciably over the summer. Meanwhile, bra sales for women age 25 and up have been flat (ha-ha), probably because we're all wearing our H&M underwear into the ground.
· Maidenform to Launch New Junior Brand [WWD]