OUR MISSION

Imagination is our Foundation
Ann Deal’s slogan underscores the Fashion Forms mission – to use creativity and innovation to deliver the newest and the best non-surgical, breast enhancing bras and bra accessories for special occasion fashions and everyday wear.

Fashion Forms Firsts
Fashion Forms Firsts
Strap-Mate® First in U.S. Department Stores
Staykups™ First in U.S. Market
Water Push Up Bra™ First in U.S. Market Patented
Breast Petals First in the World Market
Breathable Silicone Bra Pads First U.S. Market Exclusive
Water Wear™ Push Up Pads First Global Exclusive Patent
Whipped Silicone Bra First Global Exclusive Patent
Extreme Strapless First Global Exclusive Patent
Feather Light Bra Global Exclusive Patent
Reusable Silicone Collection First in U.S. Department Stores
Infinite Options First in U.S. Department StoresAbout Fashion Forms & Founder/ CEO

ANN DEAL
Ann Deal is tough to pin down. One day she is in New York entertaining a department store buyer and appearing on a TV talk show in support of one of her innovations, the next she's off to Asia to work with her factories to create yet another breakthrough in the shape of women's intimate apparel. Virtually tied to her cell phone and Blackberry, Ann is an unstoppable whirlwind of activity, knows the names of all of her hundreds of employees and is rarely seen without a sparkling smile.

As founder of Fashion Forms® a fashion bras and intimate apparel accessory company, Ms. Deal is passionate about her business. "It's so exciting to be involved in the development of new shapes and items that women need but were never before available. My life's work is to help women look and feel shapelier, sexier, and more physically free. One woman wrote that our 'Breast Petals' changed her life! I loved hearing that!" she exclaims.

Raised in North Carolina, Ann Deal is from a family of entrepreneurial retailers. Ann moved to Atlanta to begin her own retailing career as a buyer of intimate apparel for Rich's department store with the hopes of opening her own business, and in 1987 launched Freedom Forms in Florida and 1993 relocated the company to California and started the company as Fashion Forms, relying on her dynamic personality, a good network of retailer friends, and one hot product - the Adhesive Body Bra. The rest is intimate apparel history.

When she founded Fashion Forms, Ann Deal had been soundly involved in Intimate Apparel for over 27 years. Ann applied her eye for fashion direction and proficient knowledge of Intimate Apparel to establish the Fashion Forms brand. In less than 10 years, Fashion Forms has become the nation's leader in bra accessories, constantly introducing new and useful Intimate Apparel accessories like water push up pads, shoulder cushions, adhesive bras and more.
Fashion Forms became the exclusive U.S. distributor for the patented products: StrapMate® and Staykups™, Peel N' Stick Cups™, NuBra®, and NuBra® Ultralite™. Ms. Deal expanded the company's accessory business and finally ventured seriously into the bra category, by introducing The Original Water Push Up Bra™ to the U.S. in 1997.

Ann's intuition told here women needed a 'smarter' bra. With this in mind she developed the Original Water Bra, introducing the world to one of the greatest non-surgical concepts in bust enhancement. An absolute frenzy has followed! For the first time women can increase their bust size with a natural look and feel – without the expense and risk of cosmetic surgery.

The Water Bra is just one of Ann's creations; Fashion Forms is committed to continually delivering innovative bras and accessories for women's changing needs and desires. That steadfast attention to quality and a high level of customer service has earned Ms. Deal the respect of top department stores throughout the U.S.

In the few hours she has for relaxation, Ann and her beloved Bijon Frise - 'Pucci' - can often be found strolling the beach in Ventura, California. But even at home Ann Deal is an active and generous philanthropist in her own community. She is the Executive Publisher of Ventura LIFE Magazine – her hometown premium quarterly. She created in partnership with Ventura College a corporate Promise Program for her employees college tuition.