maidenform

Maidenform is a well-known American intimate apparel company. Founded in 1922 by Ida Rosenthal and her husband William, the company was initially a small business in New York City. Rosenthal, a seamstress, envisioned a more comfortable and supportive bra that would lift and shape the bust while allowing for freedom of movement. She developed a prototype using fabric from a maidenhair fern, which inspired the company's name.

The company's early innovations included the use of elastic and bias cutting techniques to create bras that fit better and offered improved support. Maidenform played a significant role in the evolution of the modern bra, moving away from restrictive, custom-fitted corsets. Their advertising campaigns, particularly in the mid-20th century, were also notable for their focus on empowering women and promoting a sense of modern femininity.

Over the decades, Maidenform expanded its product line to include a wide range of bras, lingerie, sleepwear, and activewear. The brand has been recognized for its commitment to innovation, comfort, and style. In 2014, Maidenform was acquired by Triumph International, a Swiss-based lingerie company, further solidifying its global presence in the intimate apparel market. Despite changes in ownership, the Maidenform brand continues to be a recognized name in women's undergarments.