Maidenform Underwear

Written by Diane Sievert
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Maidenform Underwear has developed a reputation for excellence over the last century and not without reason. For over eighty years, Maidenform Underwear has continued to make high quality products at affordable prices. Committed to meeting both the basic and trendiest lingerie needs of its customers, Maidenform Underwear has manufactured several thousand lines of underwear in its time and it shows no signs of slowing down this creative output any time soon.

The History of Maidenform Underwear

Maidenform Underwear got its start in the 1920s when Ida Rosenthal and Enid Bissett, the owners of a custom dress shop in New York, began outfitting their dresses with brassieres. Bissett, who was unimpressed with the current flat-chested rage, altered the then popular bandeau and instead created two cups connected by a small piece of elastic. This piece, which was soon revised to provide a little more support to the female bust and marketed separately from the dress, became a hit.

By 1925 the Maidenform brassiere had become such a phenomenon that Bissett and the Rosenthals formed an independent manufacturing company. They were also quite innovative in their marketing strategies: the idea of advertising lingerie on billboards, in magazines and over the radio was a revolutionary concept in those days and Maidenform Underwear was the first to take that step. Next in their climb to success was the patent for the fastener: Ida Rosenthal had created a strap closure that remained in place once set, another big step forward in modern bra design.

Throughout the next several decades, Maidenform expanded its inventory to include matching intimates, controlwear and the like. The products also changed with the times for as the US population under the age of thirty began to grow, the Maidenform company began mining the hitherto untouched field of mass-produced, attractive underwear. Now in the 21st century, Maidenform continues to be the premier resource for attractive, comfortable, and versatile female underwear.


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