(Filed Under wholesale Lingerie News). Maidenform Brands Inc. has introduced the Pure Genius collection of full coverage bras made with its SmartZone cup Technology, which it claims offers superior lift and shaping.

Two bras make up the collection, consisting of a lace-embellished style and a tailored style. They are available in sizes 34 to 38B, 34 to 40, C through D and 34 through 38DD at a suggested retail price of $34. The company is marketing them under its Maidenform label.

According to the company, the SmartZone cup technology lifts and shapes the bust from the bottom of the cup through the underarm. Adjustable straps are slightly wider than average for comfort and support, while cashmere-lined wings eliminate back bulge.

In addition to its namesake label, 88-year-old Maidenform Brands makes bras, panties and shapewear under Flexees; Lilyette; Control It!; Luleh; Sweet Nothings; Bodymates; Self Expressions; and Inspiration. North American department store and online retailers carry the company’s products, including Macy’s, BareNecessities.com and JCPenney.

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Published 02-04-2011 by Amanda Torres Price