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AUTUMN WINTER 2017 Media Guide

TABLE OF CONTENTS Press Release: Amoena’s AW17 Collection Centres on Inner Strength


Born to Shop


Autumn/Winter 2017 Collection Overview


Autumn/Winter 2017 Style Preview


Swimwear Cruise 2017 Collection Overview


Swimwear Cruise 2017 Style Preview


Media Assets: Print and Digital


About Amoena: Leading the Way in Breast Care


Fast Facts: At-A-Glance


AMOENA’S AUTUMN/WINTER 2017 COLLECTION CENTRES ON INNER STRENGTH For Autumn/Winter 2017, Amoena brings together sumptuous designs and supportive features in a range that celebrates women’s strength with comfort and style. In the company’s fifth autumn fashion release, Amoena has fully embraced its identity as a design leader, getting introspective with colour and mood, while showcasing lingerie, active wear and tops that are bold and eye-catching. “Above all, we aim to design products that offer superior support to the beautiful, brave women who need them,” says senior designer Melanie Zimmer. “But being able to create a line that tells a lovely story makes us incredibly proud, while giving our customers a more enjoyable shopping experience.” Design inspiration this year begins with the world’s different types of dance. “Classical ballet, colourful Asian traditions, and even a little show-girl bravura can be seen woven through the various styles, with the deeply rich colour palettes that are trending this year,” continues Zimmer. Other influences include nature’s complexity, with different shades of the same tone, for example. The comprehensive collection, as always, includes everything a woman needs for her complex life: pocketed bras, daywear, workout clothing, comfy home wear and a cruise swim minicollection. Amoena’s signature built-in pockets hold her breast forms if she needs them, but don’t hinder anyone from enjoying the pure fashion. An expert in bra design, Amoena has several AW 17 standouts in lingerie. Popular favourites like the wire-free Mona bra reappear in a unique steel blue, while Lara Satin adopts a delicate light rose tone. Meanwhile, intense black lace and nuances of two-tone luxury characterise the Seduction line. The AW 17 collection is available for pre-order now. Visit for more information.


BORN TO SHOP There’s good news around in global retail and commerce: we’re bouncing back. Consumer confidence, population and disposable income are growing again worldwide, and that’s good news for retailers. It’s good news for shoppers too, because when retailers feel confident, there’s an atmosphere about their shops that inspires. Lights seem brighter and doors are opened, inviting women – who account for 85% of all retail purchases – to come in and enjoy themselves. We’ve been anticipating this positive trend for several years, creating our capsule collections of fashionable clothing and lingerie, and designing them with women’s shopping experience top of mind. First impressions mean a lot. When a woman walks into one of our stores and sees that every piece is part of a larger story – through colour palettes, fabrics and details that complement each other, and the various lifestyle segments – we want her to feel at ease above all else. An easy shopping experience hasn’t always been a priority in mastectomy lingerie. Because there’s a medical component to the products, often women miss the simplicity and fun of just... shopping. We have already begun to remedy that. Putting an emphasis on Amoena shop concepts worldwide, our collections are allowing women to enjoy buying lingerie and clothing again. We want women, whether they’ve had breast cancer surgery or not, to come in, look around, experience a personalised fitting, and shop like they mean it!


AUTUMN/WINTER 2017 COLLECTION OVERVIEW Amoena’s AW 2017 collection was designed with women’s shopping pleasure in mind. We take pride in consistently offering a 24/7 collection specially designed to add choice and versatility to a woman’s wardrobe. Each segment in the collection is thoughtfully curated and boasts performance features that support a woman throughout her day.

Everyday lingerie Indulgent textures make this line intriguing, in light plums and pinks with lace and embroidery: • The edgy romance of the Romy group combines a printed microfibre in light plum, accented with sexy black eyelash lace, in bras, briefs and a camisole. • A scalloped edge gives Alexa its sophisticated charm in dark plum and light rose; the cup offers a great shape for modesty or scars.

Seduction lingerie Paris and Milan have inspired the Seduction line since its inception, this season giving a nod to Asian and burlesque dance motifs for opulent luxury: • The Marilyn group’s glossy satin, offset with rich black lace detailing, also offers racer-back convertible straps for ultimate styling flexibility. • For sensual style, the Scarlett bra in wire-free and underwire uses blue over nude to seduce while still providing coverage.

Active wear Amoena Active offers supportive, comfortable workout wear with built-in pocketed bras: • A bold print for confident women, this season’s sports top offers ultracomfort and long-lasting performance with a built-in shelf bra. • New to the range is our high-impact pocketed sports bra, engineered to accommodate more intense sports like running and cross-fit.

Home & Leisure wear This season the focus is on easy, elegant tops that make everyday dressing a breeze. • Our Spaghetti Top with lace: its versatility and built-in shelf bra allows freedom of movement and can be dressed up or down. • For any occasion, the Gala Top in black works — its unique design offers both careful coverage and an interesting focal point at the neckline.



Alexa Padded Soft Bra & Briefs

Romy Soft Bra & Briefs

Marilyn Padded Soft Bra & Briefs

Light Rose 32-42 AA, A, B, C, D, DD / 08-18

Light Plum /Black 32-42 A, B, C, D / 08-18

Dark Plum / Black 32-40 AA, A, B, C, D / 08-18

Scarlett Wire Bra & Briefs

Gala Shirt

Sports Top

Dark Lilac / Burgundy 32-42 A, B, C, D, DD / 08-18

Black S, M, L, XL

Multi S, M, L, XL

High resolution images available at


SWIMWEAR CRUISE 2017 COLLECTION OVERVIEW Amoena’s cruise 2017 collection brings together the elegance of black and white and a lively tropical print in bright blues and greens, to accompany any winter escape for warmer climates. All Amoena swimwear is made with special fabrics, such as LYCRA XTRA LIFE, designed to protect for long and lasting wear and also provide control and comfort.

Swimwear • The Palmeira group’s leaf print enchants in several different cuts such as a swim dress, a tankini top, and this foam-cup bikini with a convertible brief (which can be worn as a high waist or folded down). • In the Aruba group, geometric draping is a visual delight, and flatters every figure. Classic black and white accommodate your style preference in a one-piece and a bikini, with adjustable comfort straps.

SWIMWEAR FEATURES Underarm: Amoena swimwear is cut slightly higher under the arm for extra security, without providing excessive coverage. Bust shaping: An elastic underband and special shaping of the cups holds breast forms closely against the body so it won’t slip down or fall forward, even in a wet swimsuit. Standard leg cut: Amoena swimwear has a standard legline—not cut too high or too low—suitable and flattering for most figures and all ages.

Sizing: To ensure the best possible fit, many of the styles in our range are available in different cup sizes. Most styles come in either B or C cups with a smaller selection offered in A and up to F cups. Pockets: Amoena swimwear has specially designed cup pockets to hold breast forms securely in place. Our pockets are accessible from both the top and the side, making them easier to insert a form.

Standard back: Generally, the back of our swimsuits sit approximately 6 to 7 cm below the bra line.



Aruba One Piece

Aruba Soft Bra Top & Panty

Palmeira One Piece

Black / White 32-44 B; 34-44 C, D

Black / White 32-42 A; 34-42 B, C, D / 8-20

Black / Multi 32.44 B; 34-44 C, D

Palmeira Soft Bra Top & High Waist Brief Palmeira Swimdress

Palmeira Tankini Top & Panty

Black / Multi 32-42 A; 34-42 B, C, D / 10-22

Black / Multi 32-44 B; 34-44 C, D / 8-20

Black / Multi 34-46 B, C

High resolution images available at


MEDIA ASSETS: PRINT AND DIGITAL The images below, as well as additional hero and product images, are available at We invite media to register with the site to download any of the high-resolution assets. Please allow 24 to 48 hours for login validation.


HERO_FA17_Nightdress_44294_ Black_ALT.jpg

HERO_FA17_AurelieWB_44282_ 44284_Burgundy.jpg


HERO_FA17_AlexaSBP_44251_44258_ LightRose_ALT.jpg

SpaghettiTop_Lace_44315 _Burgundy.jpg


ABOUT AMOENA: LEADING THE WAY IN BREAST CARE Amoena GmbH is the world’s leading breast care brand. Headquartered in Raubling, Germany, Amoena was established in 1975 and was the first company to introduce a silicone breast prosthesis. As the industry pioneer, Amoena combines technology with supreme comfort, offering an extensive product line of bras, swimwear and breast symmetry products. Serving women worldwide, Amoena fully supports the needs of women following breast cancer surgery. The company conducts extensive wear tests for comfort, ease of use and suitability to respond to individual surgery types and lifestyles. Amoena’s ongoing commitment to innovation has resulted in four decades of patented materials, products and manufacturing methods. With the help of a global innovation network, Amoena’s research and development team collaborates with universities and scientists across many disciplines. The company’s in-house experts incorporate this knowledge into their constant search for new ways to transfer the latest scientific developments into breast form technology. For interviews, product images and further information, please contact: Christina Relf - Real Word Communications Tel 01962 795 173 | Mobile 07714 703 155 Rhoda White, Marketing Manager – Amoena UK Tel: 023 8024 6004

Amoena UK Ltd, 1 Eagle Close, Chandlers Ford, Eastleigh, Hampshire, SO53 4NF Tel: 02380 270345| Fax: 02380 260877 | |

FAST FACTS: AT-A-GLANCE About Amoena  World’s leading supplier of products for women following breast cancer surgery  Established in 1975  World's leading breast care brand in innovation and technological advancements  Industry pioneer of the silicone breast form  Headquarters — Amoena Medizin-Orthopädie-Technik GmbH, Kapellenweg 36, 83064 Raubling, Germany | Tel: +49 (0) 8035 / 871-0 | Fax: +49 (0) 8035 / 871-560 |  16 subsidiaries  More than 80 countries  24/7 product portfolio: recovery care, breast forms, lingerie, active, leisure, nightwear and swimwear  Designed to support women with or without breast cancer  Available at select retailers and department stores, online and via mail order About Breast Cancer*  Breast cancer is the most common cancer in the UK  In 2011, 49,900 women were diagnosed with cancer in the UK – that’s more than 130 women every day  Around 80% of cases are diagnosed in women over the age of 50  Breast cancer incidence in the UK increased by 7% in the last 10 years  8 out of 10 women now survive the disease beyond ten years

* Source: Cancer Research UK (Nov 2014)

Amoena UK Ltd, 1 Eagle Close, Chandlers Ford, Eastleigh, Hampshire, SO53 4NF Tel: 02380 270345| Fax: 02380 260877 | |

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