CURVATION-R- and Queen Latifah Announce Unprecedented Multi-Part, Multi-Year Contract; Expansion of Relationship Signals Deeper Partnerships Between Brands, Spokespersons.

NEW YORK -- VF Intimate's CURVATION(R) line of intimate apparel for curvaceous women has signed entertainer Queen Latifah to an unprecedented contract as spokesperson and creative consultant. This ground-breaking, multi-phase partnership, which has the potential to last 21 years, builds on the brand's existing relationship with the entertainer, who has represented the CURVATION(R) line since its launch some two years ago.

Queen Latifah will continue to appear in consumer advertising, but for the first time her image will appear on CURVATION(R) packaging and point-of-sale signage. In addition, she'll offer counsel on design, lend her name to the brand's holiday offering and will be consulted on the brand's product, packaging, advertising and marketing strategies. The contract also includes the exclusive opportunity to work with Queen Latifah on any apparel and accessories that may be developed in the future.

"Queen Latifah positively embodies the spirit of our target: the confident, curvaceous woman," said Curt Holtz, president of VF's Intimates coalition. "Queen Latifah isn't just the CURVATION(R) brand spokesperson, but our inspiration, as well as a real contributor to the brand's double-digit growth over the past two years. This expanded partnership, which has the potential to span two decades, is evidence of our commitment to Queen Latifah, and she'll be rewarded in direct relation to the brand's success, making her a true partner in our future," said Holtz.

"I'm excited to expand my relationship with CURVATION(R), a brand that recognizes that real women, like me, have curves, and that celebrates all 60 million of us," said Queen Latifah. "And I'm particularly pleased about giving input on the product line and how the products are marketed."

As part of the expanded partnership, the brand will increase its support of a cause that's important to both Queen Latifah and the CURVATION(R) line's consumer: celebrating and promoting women's confidence. In July, Queen Latifah and the brand will launch CURVATION PROJECT CONFIDENCE, a multi-year, multi-part program that encourages women to project confidence, and invites them to share the power of confidence with others.

The initiative begins with two parts: The CURVATION PROJECT CONFIDENCE AWARDS, a nationwide search to recognize women who personify and project the power of confidence; and CURVATION NATION, an online location where women who have embraced the power of confidence can inspire and share their ideas with an ever-widening community.

CURVATION(R) will also sponsor the Sugar Water Festival, featuring Queen Latifah as well as musical artists Erykah Badu and Jill Scott. The brand will promote CURVATION PROJECT CONFIDENCE at the various venues of the Festival, which kicks off on July 8 in Virginia Beach, VA and will visit 20 cities before concluding in Los Angeles, CA on August 9.

"I'm delighted that in addition to my expanded role with the brand, I'm an important part of CURVATION PROJECT CONFIDENCE. The program's goal--and mine--is to encourage women to project confidence, and to share this gift with others. I know that in doing so, we can help women live more fulfilling lives," said Queen Latifah.

The CURVATION(R) brand was launched in 2003 after extensive consumer research identified the opportunity to meet the needs of the more than 60 million curvaceous women in the U.S. who were looking for intimate apparel that was both functional and beautiful. CURVATION(R) is currently available at Wal*Mart, Kmart and ShopKo.

"The expanded contract that we're announcing today signals our belief in the CURVATION(R) brand's potential to grow within its existing categories and future ones as well," said Holtz. "It also demonstrates VF's ongoing strategy of building brands that address the functional needs and aspirations of specific groups of consumers and to connect with them on multiple levels."

About VF Corporation

VF Corporation is a leader in branded apparel including jeanswear, outdoor products, intimate apparel, image apparel and sportswear. Its principal brands include Lee(R), Wrangler(R), Riders(R), Rustler(R), Earl Jean(R), Vanity Fair(R), Vassarette(R), Bestform(R), Lily of France(R), Nautica(R), John Varvatos(R), JanSport(R), Eastpak(R), The North Face(R), Vans(R), Reef(R), Napapijri(R), Kipling(R), Lee Sport(R) and Red Kap(R).