Maidenform
Encyclopedia
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. 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.
, 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.
Ida Rosenthal
Ida Rosenthal was a Russian-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 name to Cohen...
; Enid Bissett, who owned the shop that employed her; and 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
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....
that accentuated the natural shape of a woman's figure, hence the name Maidenform.
The company was founded 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...
, 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
Iselin, New Jersey
Iselin is a census-designated place and unincorporated area within Woodbridge Township, in Middlesex County, New Jersey, United States. As of the United States 2000 Census, the CDP population was 16,698.-Geography:...
.
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 MenMad Men
Mad Men is an American dramatic television series created and produced by Matthew Weiner. The series premiered on Sunday evenings on the American cable network AMC and are produced by Lionsgate Television. It premiered on July 19, 2007, and completed its fourth season on October 17, 2010. Each...
, in which competitor Playtex
Playtex
Playtex and PlayTex are a brand and trademark. It used to be associated with bras and women's undergarments. Currently there are two separate companies with the Playtex name....
, 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
- Official website
- Archives on Maidenform at the Smithsonian InstitutionSmithsonian InstitutionThe Smithsonian Institution is an educational and research institute and associated museum complex, administered and funded by the government of the United States and by funds from its endowment, contributions, and profits from its retail operations, concessions, licensing activities, and magazines...
, including a short online history - How to date vintage Maidenform lingerie lists associated brandBrandThe American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
s and the periods they were produced