Fruit Of The Loom Launches Updated Fit For Me® Collection And Improves Options For Curvy Consumers

BOWLING GREEN, Ky. — February 19, 2015 — Fruit of the Loom® announced today the launch of its new and improved Fit for Me® collection of women’s underwear to better serve the more than 50 percent of American women who currently purchase a dress size 16 or larger. Fit for Me was designed specifically to address the needs of the curvy consumer. From plush waistbands to softer fabric and improved fit, the new and improved cotton collection is truly made for curves.

Fit for Me offers quality products designed specifically for consumers, ranging from dress size 16-32. The updated collection includes a variety of prints and colors in various silhouettes to ensure that Fruit of the Loom continues to provide true comfort and fit for every woman.

“At Fruit of the Loom, we’ve learned that finding the right basics for a curvy consumer can be a difficult, often emotional, experience,” said Melissa Burgess-Taylor, Senior Vice President of Brand Management at Fruit of the Loom. “We’ve worked hard to create beautiful products that are made for curves, and will make every woman feel special.”

Fruit of the Loom will be showcasing the Fit for Me collection of women’s underwear at New York’s Full Figured Fashion Week in June 2015 as the event’s premiere sponsor. In conjunction with style expert Denise Caldwell, the brand will host media and consumer events, fashion shows, giveaways and more.

Full Figured Fashion Week is a week-long series of events comprised of fashion shows, networking events, business development workshops, concerts and more – all catering to the curvy community. The mission of Full Figured Fashion Week, now in its seventh year, is to empower curvy women through fashion, and it has matured into an international event drawing attention from across the globe.

“Full Figured Fashion Week has become a movement for the full-figured community to rally around, and we’re excited to be partnering with Fit for Me to bring it back for 2015,” said Gwen DeVoe, Founder of Full Figured Fashion Week. “Fruit of the Loom and Denise Caldwell both have such a great understanding of women of all shapes and sizes – we can’t wait to see how they help us take the event to the next level!”

Denise Caldwell is a fashion and beauty expert who has worked in the fashion industry alongside top fashion editors, stylists and some of Hollywood’s leading ladies. She will join Fruit of the Loom and Fit for Me to share expert advice on how every woman can look and feel great in their clothes – starting with a good foundation.

“I’m a huge fan of both fashion and comfort and am thrilled to be partnering with Fruit of the Loom for their re-launch of Fit for Me during Full Figured Fashion Week,” said Denise Caldwell, Style Expert. “The key to a great outfit is what’s underneath. Whether wearing dresses, jumpsuits or denim, I love that this collection shows that curvy girls don’t have to compromise on both style and function in the undies department.”

Fit for Me is available in Walmart stores nationwide and

Posted February 23, 2015