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Annette To Launch Adjustable Shapewear

Diva Defined
Diva Defined

(Filed Under wholesale Shapewear News). This fall, Annette International's newest shapewear innovation, Diva Defined, will hit retailers nationwide including, and the Arizona Mail Order Company at a retail range of $40 to $80.

Geared toward the plus-size market with sizes ranging from S through 4XL, the line's five styles feature an adjustable belt, strategically placed under the fabric, that allows the wearer to adjust the compression level to her liking: with settings for light, medium or firm control.

"No one has made shapewear like this before," Sharon Singer, vice president of marketing for the company, said. "We always try to give every woman a personalized experience, and this allows the user to adjust the level of control to her liking without having to buy a new garment. The inner belt is very thin, flat and high-tech, so it is not visible, and the hook and eyes are made from foam, so you don't feel them and they don't leave any marks on the skin."

She added that Diva Defined is ideal for changing pregnancy and post-pregnancy bellies, as well as women who are dieting since it can be adjusted as they lose inches. Made from microfiber and powerknit and offered in shades of black and nude, styles consist of a boyshort ("Diva's Boyfriend"), a brief ("247"), a bikeshort ("Diva Express") a cami ("Top Notch Diva"), and a slip ("Diva All The Way").

Singer reported that the company chose to focus on plus-size because of the lack of quality plus shapewear merchandise currently on the market. She believes that women from a wide variety of backgrounds will be attracted to the line.

"I thought younger women would like Secret Weapons [Annette's shapewear line introducted in February] but it has also ended up being very popular among women in their 50s and 60s," she explained.

Based in Miami, Fla., Annette International produces shapewear and special occasions lingerie through its intimates division and post-surgery apparel through its medical division. To learn more, call (305) 883-0708, or e-mail Singer:

more wholesale Shapewear News >>

Published 07-13-2009 by Amanda Torres Price

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