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25% off Your Favorite Brands. Excludes value priced items.
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 breasts. 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 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-average sized busts, with a great selection of lightly padded and shallow demi-cup styles.
HerRoom customer favorites include the Custom Lift collection, which women describe as giving serious lift and a shapely lift. The collection is offered in front-closure, demi, strapless longline bras and other versatile styles. The Maidenform One Fabulous Fit collection is also extremely popular and includes demi cups, underwire bras and t-back styles.
Maidenform bras are known for their fashionable styling with many push-up and demi cup products. But they pay attention to larger sizes too, with styles that offer extra coverage like the Pure Genius line that runs to a 40D. Whatever styles you like, you can expect great support, a comfortable fit and styles to suit everything in your wardrobe.
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 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. Staring 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.