Maidenform: I Dreamed I was a Firefighter in My Maidenform
April 25th, 2008 Posted in Brands
Maidenform is a brand of women’s lingerie, founded in 1922 by seamstress Ida Rosenthal, her husband William Rosenthal, and Enid Bissett who owned the shop that employed her. Maidenform has always accented the natural shape of a woman’s figure: Maidenform.
The company was founded in Bayonne, New Jersey, USA. Today no factories are left in Bayonne. The headquarters are still located there. In 2007, the company’s headquarters has been moved to a new location in Woodbridge, New Jersey.
After going through a long restructuring effort at the end of the 1990s and early 2000s, Maidenform became a publicly traded company in July, 2005.
IDA ROSENTHAL (1886-1973) founded The MaidenForm Brassiere Company with her husband, William Rosenthal. Their company was the largest, privately held intimate apparel business in the United States. With William as designer and technical innovator, Ida as business executive and promoter.
An imaginary Maidenform advertisement in the 1950s and 1960s - “I dreamed I… [doing some ordinary activity]… in my Maidenform bra.”, with an illustration of the person wearing only underwear in a public place, appearing proud and cheerful.
