Maidenform Relaunches its Brand with a Colorful Campaign from Barker

By Kyle O'Brien 

Maidenform has relaunched its brand with a vibrant new campaign, showcasing the brand’s soft M collection designed for young and young-minded consumers.

The brand campaign came from independent agency Barker and was directed by Christine Yuan. It unfolds in the surroundings of a “WoMansion,” a decadent manor inhabited by five unique women. Each room is designed and inspired by the Maidenform M collection, which features youthful cuts and bold colors.


“We are so excited to bring M to life with this fresh campaign. It is the collective effort of a predominantly female creative and client team who crafted a vision that captures the essence of Maidenform’s century-long legacy and brings it into a modern era,” said Sandra Moore, vice president digital marketing, HanesBrands in a statement.

The campaign features a custom song by Princess Nokia. The commercial, shot by a female team, aims to resonate with women on a personal level. Knock it Out Music handled music supervision, which including crafting the deal to find and get Princess Nokia involved and working with her to create the original music.

“Our maximalist M campaign celebrates the M woman doing exactly what she wants with a decadent spot that’s deliciously, unapologetically over the top,” said Sandi Harari, chief creative officer at Barker in a statement. “It aligns with so many of our own values as an agency—what it means to be a woman today. It represents fully embracing who we are for ourselves and no one else’s gaze. No apologies.”

The campaign leverages the brand’s century of history. It was the first intimate apparel company to advertise. In 1949, the company launched its famous “I Dream” ad campaign which ran for 20 years, growing the brand and solidifying Maidenform as a household name. The “I Dream” campaign was later featured in season two of Mad Men in which the fictional ad agency was asked by its client to create ads similar to Maidenform’s.

In October 2022, Barker was awarded strategic and creative duties for the Maidenform and Bali brands at HanesBrands, and it was also awarded the Playtex business.