Ida Rosenthal
Encyclopedia
Ida Rosenthal was a Russia
n-born American
dressmaker and businesswoman who is often credited as the inventor of the brassiere
. At the age of 18, she emigrated to the United States, following her fiancé William Rosenthal, and Americanized
her (maiden) name to Cohen. They were married in 1907.
In 1921, along with Enid Bisset, she opened up a dress shop, which a year later was registered the name Maiden Form
. In 1925 the first Maidenform plant was opened in Bayonne, New Jersey
to focus solely on their most popular product, brassieres (although the company would later produce lingerie
and swimwear as well). Despite the Great Depression
and Enid's retirement, the partnership was very successful and expanded into markets across the United States, Europe and Latin America
.
The Maidenform bra originated as an accessory to improve the fit of the dresses they sold, but it became so popular that they began to sell it separately. Their product was a major improvement over previous bras, because they used cups that supported and conformed to the breasts, rather than flattening them as had been the Flapper
style (known as the "Boyish Form").
Under Ida and her husband's leadership
, Maidenform made many other advancements. Maidenform was the first company to sell maternity bras, and William invented a standard for cup sizes. In 1942, Ida received a patent for an adjustable fastener. During this time, Maidenform was also known for its racy newspaper ads featuring underwear models and its advertising slogan
"I dreamed... in a Maidenform Bra."
After William's death in 1958, Ida became the company president. Ida would later die in 1973 of pneumonia
, leaving the company in control of her son-in-law Dr. Joseph Coleman. Upon Coleman's death in 1968, Ida's daughter Beatrice Rosenthal Coleman gained control over the company.
Russia
Russia or , officially known as both Russia and the Russian Federation , is a country in northern Eurasia. It is a federal semi-presidential republic, comprising 83 federal subjects...
n-born American
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
dressmaker and businesswoman who is often credited as the inventor of the brassiere
Brassiere
A brassiere is an undergarment that covers, supports, and elevates the breasts. Since the late 19th century, it has replaced the corset as the most widely accepted method for supporting breasts....
. At the age of 18, she emigrated to the United States, following her fiancé William Rosenthal, and Americanized
Americanization
Americanization is the influence of the United States on the popular culture, technology, business practices, or political techniques of other countries. The term has been used since at least 1907. Inside the U.S...
her (maiden) name to Cohen. They were married in 1907.
In 1921, along with Enid Bisset, she opened up a dress shop, which a year later was registered the name Maiden Form
Maidenform
Maidenform Brands is a manufacturer of women's underwear, founded in 1922 by three people: seamstress Ida Rosenthal; Enid Bissett, who owned the shop that employed her; and Ida's husband, William Rosenthal...
. In 1925 the first Maidenform plant was opened in Bayonne, New Jersey
Bayonne, New Jersey
Bayonne is a city in Hudson County, New Jersey, United States. Located in the Gateway Region, Bayonne is a peninsula that is situated between Newark Bay to the west, the Kill van Kull to the south, and New York Bay to the east...
to focus solely on their most popular product, brassieres (although the company would later produce lingerie
Lingerie
Lingerie are fashionable and possibly alluring undergarments.Lingerie usually incorporates one or more flexible, stretchy materials like Lycra, nylon , polyester, satin, lace, silk and sheer fabric which are not typically used in more functional, basic cotton undergarments.The term in the French...
and swimwear as well). Despite the Great Depression
Great Depression
The Great Depression was a severe worldwide economic depression in the decade preceding World War II. The timing of the Great Depression varied across nations, but in most countries it started in about 1929 and lasted until the late 1930s or early 1940s...
and Enid's retirement, the partnership was very successful and expanded into markets across the United States, Europe and Latin America
Latin America
Latin America is a region of the Americas where Romance languages – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...
.
The Maidenform bra originated as an accessory to improve the fit of the dresses they sold, but it became so popular that they began to sell it separately. Their product was a major improvement over previous bras, because they used cups that supported and conformed to the breasts, rather than flattening them as had been the Flapper
Flapper
Flapper in the 1920s was a term applied to a "new breed" of young Western women who wore short skirts, bobbed their hair, listened to jazz, and flaunted their disdain for what was then considered acceptable behavior...
style (known as the "Boyish Form").
Under Ida and her husband's leadership
Leadership
Leadership has been described as the “process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task". Other in-depth definitions of leadership have also emerged.-Theories:...
, Maidenform made many other advancements. Maidenform was the first company to sell maternity bras, and William invented a standard for cup sizes. In 1942, Ida received a patent for an adjustable fastener. During this time, Maidenform was also known for its racy newspaper ads featuring underwear models and its advertising slogan
Advertising slogan
Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand name...
"I dreamed... in a Maidenform Bra."
After William's death in 1958, Ida became the company president. Ida would later die in 1973 of pneumonia
Pneumonia
Pneumonia is an inflammatory condition of the lung—especially affecting the microscopic air sacs —associated with fever, chest symptoms, and a lack of air space on a chest X-ray. Pneumonia is typically caused by an infection but there are a number of other causes...
, leaving the company in control of her son-in-law Dr. Joseph Coleman. Upon Coleman's death in 1968, Ida's daughter Beatrice Rosenthal Coleman gained control over the company.