The Maidenform bra originated as an accessory
The firm survived both the Great Depression and Bisset’s retirement. By the end of the 1930s, department stores across the country and around the world were selling Maidenform bras.
The Maidenform bra originated as an accessory to improve the fit of the dresses they sold. But it became so popular that they began to sell it separately. Their product was a major improvement over previous bras because they used cups that supported and conformed to the breasts. Rather than flattening them as had been the Flapper style (known as the “Boyish Form”).
Under Ida and her husband’s leadership, Maidenform made many other advancements. Maidenform was the first company to sell maternity bras. William invented a standard for cup sizes. In 1942, Ida received a patent for an adjustable fastener. During this time Maidenform was also known for its racy newspaper ads featuring underwear models and its advertising slogan “I dreamed… in a Maidenform Bra.”
Maidenform’s Dream Campaign
Don’t you just love these vintage ads? It was a big campaign Maidenform created in the 1950s and 60s.
The I Dreamed campaign covered everything from women in politics to art and history to downright silliness. Both their marketing campaigns and their design teams have always been progressive.
Starting in the 1970’s Maidenform aimed at a younger customer base with less structured bras and color-coordinated collections.
If you know the series ‘Mad Men’ you can’t be surprised that the designer of Man Men, Janie Bryant included a Maidenform advertising campaign during a season of Mad Men.
I was inspired to look at some of Maidenform’s iconic ads for my book, The Fashion File. Upon our initial meeting, we had shared passions in everything intimate apparel and the rest is history. Whether you call it underpinnings, foundations, intimate apparel or lingerie, undergarments influence so much in fashion. They determine how you walk, stand, and the way your clothing looks.”
The Maidenform bra for small breasts
Maidenform smallest cup size is cup A. But as the cups run a bit small they are great for women who are in between AA and A cup. If you have a larger AA cup size this is a brand you might like.
Maidenform Girls Bras are made with a smaller women/teen in mind. Especially the basic ones, like in nude or black are a good choice for grown-ups too.
Just look at the bra you like and scroll down to read the Amazon reviews. Really good information from other petite women that will surely help you when shopping for a Maidenform bra.
Check out my bra size on Amazon!
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