It’s not every day that you get to develop the biggest product launch of a heritage brand in 100 years. M is Maidenform’s cheekier, sassier younger sister, designed for a younger woman who craves its soft, yummy fabrics, and loves that it can double as outerwear. The first launch coming out of a year long repositioning for the bra and shapewear giant, our M campaign–Extra with a side of Extra–invites women to indulge in a deliciously over-the-top experience that goes beyond your average bra and underwear ad. It represents the history and expertise of Maidenform, and what it means to be a woman today. It’s about fully embracing who we are for ourselves and no one else’s’ gaze. M aims to make women feel however they damn well please. No apologies.