In the 1920's the founders of Maidenform, Ida and William Rosenthal and Enid Bissett,
revolutionized the way women presented themselves. Till then, fashion focused on a
boy-silhouette and bras were typically a bandeau style meant to flatten. Realizing that
clothing (and women themselves) would look better with a more natural womanly silhouette,
they constructed the first of the bra styles that we know today; two distinct cups
separated by an elastic center piece.
Today Maidenform, still a privately held company, is a market leader in women's lingerie,
selling in close to 50 countries worldwide. Maidenform bras, panties and shapewear
continue the tradition of great fit combined with a youthful and fashion-forward outlook.
Maidenform bras are known for offering varying levels of shaping and lift to suit
everything in your wardrobe. Their bras are most suited to small-to-avergare sized busts,
with a great selection of lightly padded and shallow demi-cup styles.
HerRoom customer favorites include Maidenform 8899- Feeling Sexy Lace Extreme Push-up Bra.
Customers rave that it adds cleavage with the perfect amount of pushup and eliminates the
dreaded back fat. The Maidenform One Fabulous Fit collection is also extremely popular
and includes demi cups, underwire bras and t-back styles.
Maidenform is known for its young, fashionable styling with many push-up and demi cup
products. But they pay attention to larger sizes too. The smooth and seamless Maidenform
7689-- Unlined Smooth Bra-- minimizes without flattening and is smooth enough to be worn
under anything. It also, thankfully, eliminates backfat.
Maidenform panties, including boy shorts, bikinis, and briefs come in so many styles, no
wonder they're market leaders. HerRoom customers love the Maidenform 40319- Lace Tanga
Panties-- which come in black, beige, white and a very sexy scarlet. The Invisible Bikini
Panties also receive rave reviews with no-show waist and leg design. The One Fabulous Fit
collection also includes panties, among them high-cut briefs and hipster panties.
Today Maidenform maintains its commitment to fashionable design and offers many products
in both basic and stylish colors. Their variety of style lines allow us to choose just
how much 'ooopmh' we want, with levels of lift that include Gentle, Maximum, and Extreme.
Whether we want a smooth and refined look for days or extreme peek-a-boo cleavage for
nights out, there is a Maidenform bra for the occasion.
Many of us remember the old Dream campaign and the Maidenform bras Woman ads from the 60's, and
you might think of Maidenform as an old-fashioned brand. In fact, both their marketing
campaigns and their design teams have always been looking ahead. Starting in the 1970's
Maidenform aimed at a younger customer base with less structured bras and color-coordinated
collections. For some of us, the Sweet Nothings bra may have been our very first bra.
Now, after over 80 years, Maidenform is in its third generation of family management and
still producing fashionable youthful products for women of all shapes and ages.
