(Filed Under wholesale Lingerie News). Fashion Forms has just launched a “multi-million dollar” consumer and trade advertising campaign to support its new “Body Sculpting” bra with a full page ad in US Magazine. The silicone bra, which is backless and strapless, combines the support of a single under wire and a re-usable adhesive (except for the nipple area) interior.

“For women who want a backless, strapless experience, this is the one,” explained Ann Deal, president. “This is the ultimate backless, strapless resource. There is really nothing for the larger breasted woman who wants to look sexy at a wedding,” or in a backless evening gown — or even a backless swim suit, she said. The bra is available in sizes from A to DD, “but the C, D and DD are the biggest part of it.”

“This is my passion,” Deal continued, noting that this will be the biggest advertising push she has ever done for any of her many products. And there are a number of them; she has added 60 new ones in just the past 12 months. Fashion Forms has applied for worldwide patent and trademark rights for the bra, with the patents currently pending. The bra started shipping to stores at the end of May, and retails for around $48.

“I am just at the beginning of it,” she said of the full page ad campaign, which will include, in addition to US (September 19 was the first ad there), Elle, Instyle and OK Magazine. The promotions, which use the slogan “The Bra…and Beyond,” will unfold over several months. Celebrity giveaways at the Emmy and Oscar events will be a future part of the campaign. Fashion Forms also plans to tie many of its other “body sculpting” products into the promotions.

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Published 09-22-2011 by Nick Monjo