# Youthful Undergarment Brands Maidenform Introduces its Younger, Gen Z-Focused Brand, M By Kanesa D | Published 2023-10-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/maidenform References: [glossy.co](https://www.glossy.co/fashion/100-year-old-bra-brand-maidenform-is-going-after-younger-customers/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss) & [maidenform](https://www.maidenform.com/) Maidenform, the renowned shapewear brand, is setting its sights on capturing the attention of a younger consumer demographic through the launch of its new sub-brand, M. Featuring lower, affordable pricing, M hopes to attract more [Gen](https://www.trendhunter.com/trends/foundry) Z shoppers through its versatile pieces. Furthermore, M caters to a diverse customer base by offering a comprehensive selection of essentials, encompassing shorts, bralettes, and camisoles, available in sizes ranging from small to 3XL. Beyond affordability, M acknowledges and embraces the evolving fashion sensibilities of younger consumers. The company has created its garments with adaptability at the forefront, emphasizing the growing trend of blending innerwear and outerwear. M will primarily be sold at Maidenform's online store and select retailers such as [Target](https://www.trendhunter.com/trends/cycl) and [Walmart](https://www.trendhunter.com/trends/shapermint). Image Credit: Maidenform ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 57% | Activity: 75% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Affordable Youthful Undergarments:** Maidenform's new sub-brand, M, offers lower, affordable pricing to attract Gen Z shoppers. - **Versatile Underwear-as-outerwear:** M focuses on blending innerwear and outerwear, catering to the evolving fashion sensibilities of younger consumers. - **Inclusive Undergarment Selection:** M offers a comprehensive selection of essentials, encompassing shorts, bralettes, and camisoles, available in sizes ranging from small to 3XL. ### Where This Applies - **Fashion Retail:** Maidenform's new sub-brand, M, provides disruptive innovation opportunities in the fashion retail industry. - **E-commerce:** M's online store provides disruptive innovation opportunities in the e-commerce industry. - **Mass Market Retail:** Maidenform's collaboration with retailers like Target and Walmart offers disruptive innovation opportunities in the mass market retail industry. ## Related on Trend Hunter - [Shapewear Collections Expand North](https://www.trendhunter.com/trends/shapermint.md) - [Versatile Apparel-Lingerie Brands](https://www.trendhunter.com/trends/boobwear-brand-nuudii.md) - [Revamped Gen Z Fashion](https://www.trendhunter.com/trends/no-boundaries-1.md) - [Affordable Gen Z Apparel](https://www.trendhunter.com/trends/foundry.md) - [Body-Conscious Undergarment Shops](https://www.trendhunter.com/trends/stripe-stare-bra-shop.md) - [Comfortable Stylish Bras](https://www.trendhunter.com/trends/sizeinclusive-bra.md) - [Fashion-Forward Shapewear](https://www.trendhunter.com/trends/calvin-klein-shapewear.md) - [Supportive Maternity Shapewear](https://www.trendhunter.com/trends/maternity-shapewear.md) - [Mature Fashion-Forward Brands](https://www.trendhunter.com/trends/wit-and-wisdom.md)