An American intimate apparel brand known for pioneering the modern bra and comfortable, everyday shapewear.
ORIGIN
UNITED_STATES
PRICE TIER
affordable
Founded in New York City in 1922 by dressmaker Ida Rosenthal, her husband William, and shop owner Enid Bissett, Maidenform revolutionized women’s undergarments. Their innovation—a supportive brassiere that enhanced a woman's natural figure—was a direct counterpoint to the flattening bandeaus of the flapper era. This focus on fit and form established Maidenform as a foundational name in intimate apparel. The brand cemented its place in cultural history with the iconic “I Dreamed…” advertising campaign, which ran for two decades starting in 1949 and depicted women in fantastical scenarios, wearing only their Maidenform bra on top.