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Introducing Shapewear by Maidenform

Introducing you to our Sister Brand, Maidenform, for "Shapewear that works with your figure, not against it". Complete your outfit with innovative shapewear designs that honour the female figure. Whether you are looking for some light shaping suitable for everyday wear, or targeted control to certain areas of the body, Maidenform has the underwear solution that sits discreetly under clothing so no one will know it's there (we can keep a secret if you can!)

Try the best-sellers like the WYOB Bodybriefer, or Easy Up Waist Nipper to create the outfit silhouette confidence you've been dreaming of. We believe that every woman should feel confident and comfortable in what she wears, which is why we provide an innovative range of underwear solutions, so she feels empowered and the best version of herself.

It’s time for women to celebrate their bodies and feel comfortable in their own skin!

Shop your Solution

Levels of Control


Achieve everyday control with our Smooths collection which sits subtly under clothing to provide light shaping for a smooth silhouette. This comfortable underwear solution is essential for every woman’s wardrobe.


Providing firm control to specific areas of the body with our amazing Shapes collection. Ideal for body-hugging garments and special occasions, this underwear solution will smooth and shape your figure for a sleek and stunning appearance.