The founders (Ida and William Rosenthal and Enid Bissett) designed a bandeau with two cups separated by a center piece of elastic, sewn into dresses.
William Rosenthal files first patent for the prototype of the modern seamed uplift bra.
Maidenform Brassiere Company files patent for the adjustable bra strap fastener. During World War II, Maidenform® was commissioned to manufacture vests for carrier pigeons and parachutes for the troops.
Maidenform® launches its first "Dream Campaign," lasting 21 years, beginning emotional connection with women worldwide.
Maidenform® launches its first "Dream Campaign," lasting 21 years, beginning emotional connection with women worldwide.
Maidenform® launches a new adverstising campaign entitled "The Maidenform® Woman. You Never Know Where She'll Turn Up," retaining the style of the Dream campaign.
Maidenform® introduces an in-store intimates boutique, the Maidenform® Sweet Shoppe, featuring the Sweet Nothings® collection of products.
In the mid 1980's, Maidenform® introduces another innovative campaign this time featuring male celebrities.
Maidenform® aquires Flexees®, the predominant shapewear brand in department stores.
Maidenform® purchases the Lilyette® label, a brand aimed at the full figure consumer.
Maidenform® introduces Customize It®, a collection of bras with convertible straps and pads.
Maidenform® launches the first bra to feature two way stretch foam cups, One Fabulous Fit®, which remains America's #1 t-shirt bra today.
Maidenform® re-introduces a modern interpretation of the classic "Dream Campaign." In the same style of the original, the new campaign highlights the individual spirit and warm expressions of women today.
Maidenform® keeps making headlines with fashion icons like Madonna (in Flexees® shapewear) and the aquisition of the Donna Karan and DKNY Intimates license.
Maidenform® launches an extreme push up bra that instantly makes wearers two cup sizes larger - like magic. The company launches the new junior's line, Maidenform® Charmed®. Maidenform® aggressively pursues global expansion plans.
