New Breakthrough(TM) Backless Bra Is First-Ever Invention To Go From Broadcast to Market

NEW YORK (Business Wire EON/PRWEB ) March 24, 2008 -- Backless fashions are all the rage this spring! From special occasion to ready-to-wear, designers are including sexy backless styles in all of their spring collections. But who can really wear these fashions? Most women today are in desperate need of bra support! The first ever Breakthrough™ Backless bra by Maidenform® is here in time to offer women all the support they need this spring.

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Thanks to the ABC's hit reality series “American Inventor”™ -- from “American Idol” producers FremantleMedia North America, Simon Cowell's Syco Television and Peter Jones TV Ltd. - our fashion worries will soon be over. Originally created by runner-up contestant Elaine Cato, the new Maidenform Breakthrough™ Backless Bra is the first product ever to be brought to mass market. This new foundation features a completely backless construction with silicone wire channeling that prevents slippage. Now women don't have to shy away from the latest backless fashion trends and can feel sexy, feminine and supported - all at once!

A born entrepreneur and single mother of two, Elaine Cato was not afraid to put her invention to the test. Like the producers and judges on “American Inventor,” Maidenform immediately saw the undeniable promise of her creation, working diligently with her to bring the design to fruition and later to mass market. Today, the Breakthrough™ Backless Bra, armed with Elaine's concept, has created an undergarment aimed to perfectly round-out every innerwear wardrobe.

The Breakthrough™ Backless Bra features light-weight microfiber fabric that is soft to the touch, with seamless molded foam cups that deliver smooth shaping under clothes. Combined with a two-way stretch technology, the bra provides a maneuverable fit with excellent flexibility. Designed with the full-figured female in mind, the bra allows women with even large busts to flaunt their sexy backs like never before!

“During the warmer seasons, women crave those backless styles,” says Norah Alberto, Maidenform's Senior Style Director. “To help these women bare their back for spring we are launching the new Breakthrough™ Backless Bra which delivers the perfect complement to everyone's bra closet and is the answer to so many women's style dilemmas.”

The Breakthrough™ Backless Bra is available at retail locations nationwide at a suggested retail price of $32.00. As with all Maidenform® bras, the Breakthrough™ Backless Bra is guaranteed to deliver the ultimate in everyday comfort, contemporary style and fabulous fit.

Hi-res images are available by request or through our media gallery:

http://newsroom.mbooth.com/Maidenform/MediaGallery/main.phphttp: //newsroom.mbooth.com/Maidenform/MediaGallery/main.php (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)

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 shapewear. During its 85-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®, Sweet Nothings®, Rendezvous®, Subtract®, Bodymates® and Self Expressions®. Maidenform products are currently distributed in approximately 60 countries and territories.

Source: Maidenform Brands, Inc.

About FremantleMedia Enterprises & FremantleMedia

FremantleMedia Enterprises is the content exploitation arm of FremantleMedia, offering a one-stop-shop for all Licensing, Distribution and Home Entertainment. It is a division of FremantleMedia, one of the largest international creators and producers of entertainment brands in the world with leading prime time drama, serial drama, entertainment and factual entertainment programming in over 40 countries worldwide. FremantleMedia is a subsidiary of RTL Group, Europe's largest television and radio broadcast company, which is 90% owned by Bertelsmann AG, an integrated media and entertainment company that commands leading positions in the world's media markets. For further information, visit http://www.fremantlemedia.com.

About FremantleMedia North America

FremantleMedia North America (FMNA) is the U.S. production division of global media giant FremantleMedia. Based in Burbank, California, FMNA produces entertaining and innovative television programs for network, cable and syndicated platforms, including the Emmy-nominated musical/reality phenomenon “American Idol" (FOX), “The Next Great American Band” (FOX), “America's Got Talent” (NBC), “American Inventor” (ABC), “Thank God You're Here” (NBC), “The Janice Dickinson Modeling Agency” (Oxygen), “Property Ladder” (TLC), “Family Feud” (syndicated), “Temptation” (syndicated), “Million Dollar Password” (CBS), and the longest-running game show in television history, “The Price Is Right” (CBS).

“American Inventor” is produced by FremantleMedia North America, Simon Cowell's Syco Television and Peter Jones TV Ltd. Simon Cowell, Cecile Frot-Coutaz, Siobhan Greene, Peter Jones and Clay Newbill are executive producers. Dug James and Tabitha Hansen are co-executive producers.

FremantleMedia North America (FMNA) is the U.S. production division of global media giant FremantleMedia. Based in Burbank, California, FMNA produces entertaining and innovative television programs for network, cable and syndicated platforms, including the Emmy-nominated musical/reality phenomenon “American Idol" (FOX), “The Next Great American Band” (FOX), “America's Got Talent” (NBC), “American Inventor” (ABC), “Thank God You're Here” (NBC), “The Janice Dickinson Modeling Agency” (Oxygen), “Property Ladder” (TLC), “Family Feud” (syndicated), “Temptation” (syndicated), “Million Dollar Password” (CBS), and the longest-running game show in television history, “The Price Is Right” (CBS).

“American Inventor” is produced by FremantleMedia North America, Simon Cowell's Syco Television and Peter Jones TV Ltd. Simon Cowell, Cecile Frot-Coutaz, Siobhan Greene, Peter Jones and Clay Newbill are executive producers. Dug James and Tabitha Hansen are co-executive producers.

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backless maidenform fremantlemedia american breakthrough inventor north_america television market spring

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