• by Fern Siegel , February 22, 2024

The century-old Maidenform shapewear brand has a new tagline: "For All Or None To See." The positive slogan is empowering. And the women in the ads define a new breed of feminine.

The new Maidenform M collection, which includes 19 styles, targets a younger demo with "yummy" colors and buttery soft fabrics of body basics: bodywear, bras and underwear.

The ad campaign by Barker, directed by Christine Yuan, features a custom song by Princess Nokia. The spot, which offers "cravable intimates," is set in a colorful mansion inhabited by five woman. Each neatly designed room showcases the M collection. The campaign is running on Hulu, YouTube, Dear Media, Facebook, Instagram, print and digital OOH in New York, Dallas and Los Angeles.

“For casting our 'Extra with a Side of Extra' campaign, we looked for women that weren't afraid to be that extra helping of themselves. And beyond representing unique body shapes, hair textures, skin tones and styles, we wanted to shine a light on women who are unapologetically themselves," Sandi Harari, chief creative officer at Barker, told Agency Daily.

The company has an interesting history — the first intimate apparel company to advertise. In 1927, the company patented several key designs, including full figure bras and a seamed-uplift bra. Maidenform's "I Dream" ad campaign ran from 1949-1969. It was so memorable, it was even featured in a "Mad Men" episode, when the fictional ad agency is asked to produce bra ads.

“Maidenform M is not just a line of intimates, it is a celebration of female boldness, confidence and individuality,” said Sandra Moore, vice president, digital marketing, HanesBrands.