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Maidenform® Brands, Inc. Launches Pure Genius! Extra Coverage Bra Collection

NEW YORK, Feb. 3, 2011 /PRNewswire/ -- This month, Maidenform's Pure Genius! extra coverage bra collection will be introduced as the latest addition to the brand's extensive bra offerings. Geared toward women seeking fuller coverage, the collection is comprised of two styles, one tailored, the other lace-embellished, both featuring SmartZone® cup technology offering the utmost in useful lift and shape.

(Photo: http://photos.prnewswire.com/prnh/20110203/NY41941 )

Maidenform's Pure Genius! extra coverage collection offers both beauty and brains. At first glance, the bras are sleek and sexy, but the genius behind the collection is in its hidden support details. The SmartZone® cup technology lifts and shapes the bust from the bottom of the cup through to the underarm. Soft, adjustable straps are slightly wider and designed for comfort and support. Cashmere-lined wings feel luxurious against the skin while delivering smooth lines and eliminating back bulge. You will love the shape, feel and extra coverage!

Both Maidenform Pure Genius! extra coverage styles are available in sizes 34-38B, 34-40 C and D and 34-38DD at a suggested retail price of $34. The Tailored style #7539 is available in black, white, body beige and cinder gray and will be offered in Blue Cotton and Summer Sangria as fashion colors. The Lace Embellished style #7549 is available in Black/Body Beige, Body Beige/Vanilla, Ivory/Latte with Lovie Pink/Latte as a fashion color. The Maidenform Pure Genius! extra coverage collection is available at www.maidenform.com.

About Maidenform Brands, Inc.

Maidenform Brands, Inc. is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage. Maidenform designs, sources and markets an extensive range of intimate apparel products, including bras, panties and shape wear. During its 88-year history, Maidenform has built strong equity for its brands and established a solid growth platform through a combination of innovative, first-to-market designs and creative advertising campaigns focused on increasing brand awareness with generations of women. Maidenform sells its products under some of the most recognized brands in the intimate apparel industry, including Maidenform®, Flexees®, Lilyette®, Control It!®, Luleh®, Sweet Nothings®, Bodymates®, Self Expressions® and Inspiration®. Maidenform products are currently distributed in approximately 64 countries and territories outside the United States.

    CONTACT:

    Norah Alberto
    Maidenform Brands, Inc.
    732.621.2495
    nalberto@maidenform.com

    Nancy Cuocci
    Tracy Paul & Company
    212.741.5459 x14
    nancy@tracypaul.com

SOURCE Maidenform Brands, Inc.