Maidenform Definition : The Fashion Company Definition Directory Will Help You Learn About Maidenform

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In this section of the Apparel Search Directory, you will learn about Maidenform.

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is a brand of women's underwear, founded in 1922 by three people; seamstress Ida Rosenthal, Enid Bissett, who owned the shop that employed her, and by Ida's husband, William Rosenthal. They rebelled against the flat-chested designs of the time and instead produced both dresses and support undergarments, particularly bras that accentuated the natural shape of a woman's figure, hence the name Maidenform.

The company was founded in Bayonne, New Jersey, and although no manufacturing facilities remain in Bayonne today, some company facilities are still located there.  In October 2007, the company's headquarters moved to a new location in Iselin, New Jersey.

After going through a long restructuring effort at the end of the 1990s and early 2000s, Maidenform became a publicly traded company in July, 2005.

Notable advertising

An imaginary situation of a partially undressed dream was exploited in Maidenform's advertising in the 1950s and 1960s - "I dreamed I...[doing some ordinary activity]... in my Maidenform bra.", with an illustration of the person wearing only underwear in a public place, appearing proud and cheerful. This campaign was referenced in a season 2 episode of Mad Men, in which competitor Playtex, who (fictionally) has an account with the Sterling Cooper ad agency, asks Sterling Cooper to change their older-style ads to one more similar to Maidenform's.

External links


The above definition about the clothing company Maidenform is licensed under the GNU Free Documentation License. The information source is from Wikipedia, the free encyclopedia and was originally obtained from the following page address  The definition has been modified by the Apparel Search Company in June 2009.  The rest of this page and other pages on Apparel Search are NOT under the free document license.

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