Maidenform Sweet Nothings

Written by Diane Sievert
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Maidenform Sweet Nothings was, at one time, a highly successful and innovative lingerie line. Though it is now a design of the past, its influence on the world of mass-produced lingerie has not been forgotten. If you were a one-time fan and want to know more about Maidenform Sweet Nothings' origins and design principle, take a gander at the short summary that follows.

Some Background on Maidenform Sweet Nothings

Maidenform Sweet Nothings, a line of products marketed at a younger audience, was first launched in the late 1970s. Beatrice Rosenthal, who inherited the reins of the company from her parents, created this line to appeal to women under the age of 25, a population that was then quickly increasing. Prior to the 1970s, Maidenform bras had been somewhat attractive, but overtly practical in their conception.

Maidenform Sweet Nothings was one of the first lingerie lines to revamp this design principle. It occurred to the Maidenform designers that different colors and fabrics were not off limits when it came to underwear. What came of this epiphany was a line of color-coordinated lingerie that took the nation by storm, making Maidenform Sweet Nothings the most popular collection in the company's history.

Another reason that the Sweet Nothings line was so popular is because of its advertising campaign. Among other strategies, Maidenform created in-store boutiques specializing in this collection. The boutiques, known as Sweet Shops, were a haven for fashion-minded women who were thoroughly grateful that someone had finally invented affordable, attractive underwear.


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