Dillard’s the department store retailer announced plans to expand its private brand, Modern Movement private brand. The expansion will begin with the launch of a second bra featuring the ‘3-D Curves Wire,’ which has been designed to alleviate the discomfort of underwires.
Dillard’s the department store retailer announced plans to expand its private brand, Modern Movement private brand. The expansion will begin with the launch of a second bra featuring the ‘3-D Curves Wire,’ which has been designed to alleviate the discomfort of underwires.
The new B.F.F. (Back-Smoothing, Full-Coverage, Flawless Fit) T-shirt bra features a wire engineered with a twist to fit a woman’s curves; it flexes, relieving pressure points and reducing discomfort.
Designed for comfort the Modern Movement brand features bras with soft cushioned hook and eye closures, contoured padded straps, 2-ply comfort wings, tag-free labels and reinforced wire channels.
The ‘3-D Curves Wire’ has been exclusive to Dillard’s since March 2010, and the retailer says it plans to have around four to six styles in its assortment in 2011.