Maidenform Bras

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The Maidenform story begins with Ida Rosenthal and Enid Bissett, partners in Enid Frocks- a custom dress business on New York’s West 57th Street. Although the flat-chested look was the rage in 1922, they rebelled against the un-realistic silhouette of the time by producing both dresses and support undergarments, particularly bras that accentuated the natural shape of a woman’s figure. They restructured the boyish bandeau to have two cups separated by a center piece of elastic. Rosenthal’s husband William transformed Bissett’s creation into a garment shape to support the natural contours of the bust and the Maidenform Brassiere was born.

The success of the Maidenform label prompted Enid Manufacturing Company to change its name to the Maidenform Brassiere Company. A national sales team of over 30 men sold Maidenform styles for all figures. The Variation Bra, designed for the average figure, became the first Maidenform style to reach $1 million in sales with a retail price of $1 each. An amazing accomplishment considering it was 1930.

After going through extensive growth in the 1990′s Maidenform is now one of Americas premiere brands of lingerie. Maidenform has been a very forward-thinking company throughout its history. It was the first intimate apparel company to advertise, with ads appearing on buses, billboards, local window and store-counter card displays and over the radio. Always on the cutting edge of technology and style Maidenform looks to remain on the forefront, helping women find comfort and reliability for years to come.

Available Maidenform Bras

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