Award-Winning Musician and Actress Embodies Need for New Intimates Line Exclusively for Curvaceous Women
NEW YORK--(BUSINESS WIRE)--Nov. 4, 2002-- Vanity Fair Intimates, LP, an affiliate of VF Corporation (NYSE: VFC - News), the world's largest apparel company, today announced Queen Latifah as spokeswoman for CURVATION(TM), by the makers of EXQUISITE FORM®, a new brand created for real women with real curves.
"Queen Latifah epitomizes the duality of the strength and sensuality of the 60 million curvaceous women for whom CURVATION(TM) was created," said Anne Jardine, vice president and general manager. "She was chosen by our consumers because she embodies the spirit of the curvaceous woman. She is feminine and strong, courageous and confident."
"Women told us they wanted intimate apparel that could be both beautiful and functional. They were frustrated at only being able to find functional products that were not beautiful or beautiful products that lacked the support and comfort they require," added Jardine.
CURVATION(TM), available starting in February 2003, is the first brand to celebrate a woman's curves with the fusion of beauty and function. Made especially for today's curvaceous woman, CURVATION(TM) offers intimate apparel that is both sensual and liveable.
Queen Latifah, the award-winning singer and actress is one of music's most respected rappers, recognized with three Grammy nominations and several top 40 hits. Her highly anticipated album will be released in early 2003 and she will be the first artist to launch a solo project under her own Flavor Unit Record label. As a television and film actress, Queen Latifah has quickly risen to the status of leading lady since her screen debut in Spike Lee's Jungle Fever in 1992 and has not stopped since. In addition to her album release on Christmas day, Latifah will be seen as Mama Morton along with Renee Zellweger, Catherine Zeta-Jones and Richard Gere in Miramax's Chicago. She recently wrapped Disney's Bringing Down the House, in which she executive produced and co-starred opposite Steve Martin. She can also currently be seen in Fox Searchlight's romantic comedy Brown Sugar.
In addition to the strong message of empowerment that Queen Latifah spreads through her rap lyrics, she also gives motivational speeches to women and girls across the country, and has written two inspirational books, Ladies First: Revelations of a Strong Woman, published in 1999, and Stay Strong: Simple Life Lessons for Teens, to be published later this year.
With approximately 60 million curvaceous women in America, CURVATION(TM) was created to address the needs of women who are searching for intimate apparel that fuses femininity and function. CURVATION(TM) features four new bras, ranging in sizes from 34C to 44DD, designed to help women celebrate their curves and treat them as an asset. The Uplift Bra, Side Shaper Bra, Back Smoother Bra and Minimizer Bra, at $12.87 each, and the Tummy Smoother Panty, at $4.87, will be available in February 2003.
About VF Corporation
VF Corporation is the world's largest apparel company and a leader
in jeanswear, intimate aparrel, playwear, workwear and daypacks. Its
principal brands include Lee®, Wrangler®, Riders®, Rustler®,
Vanity Fair®, Vassarette®, Bestform®, Lily of France®, Lee
Sport®, Healthtex®, JanSport®, Eastpak®, Red Kap® and The
Schneider & Associates Kristina Fields, 617/536-3300 or PMK/HBH Amanda Silverman, 212/373-6117
Source: VF Corporation