Maidenform

Source: Wikipedia, the free encyclopedia.
For the television episode, see Maidenform (Mad Men).
Maidenform
Hanesbrands
Websitewww.maidenform.com

Maidenform Brands is a manufacturer of women's bras,

bras
that accentuated the natural shape of a woman's figure, hence the name Maidenform.

History

The company was founded in Bayonne, New Jersey.[1] 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.

Pigeon bras

A Pigeon Bra in use by WW II soldier

Maidenform converted factories during World War II in order to produce pigeon bras and parachutes. Pigeon bras, sometimes called pigeon vests, attached pigeons to paratroopers' chests so that the paratrooper could land in a war zone and release the bird, which would fly away carrying a message.[2]

Notable advertising

An imaginary situation of a partially undressed dream was exploited in Maidenform's advertising 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.

season 2 episode of Mad Men, in which competitor Playtex
, who (fictionally) has an account with the Sterling Cooper ad agency, asks Sterling Cooper to change their older-style ads to one more similar to Maidenform's.

In reality, this very successful advertising campaign was originated by Harry Trenner and his wife Florence Shapiro Trenner. Harry Trenner was, at that time, working for the William Weintrob Advertising Agency in New York City, and Maidenform was one of his accounts. They both would tell the story that they were sitting around the kitchen table after dinner in their home in the Wykagyl Park section of New Rochelle, New York. They hit on the idea for the ad and Harry took it to the agency which expanded it and showed it to Maidenform.[citation needed]

Today

SilkLofts, Bayonne NJ

In October 2007, the company's headquarters moved to a new location in Iselin, New Jersey.

In November 2009, real estate developer Doug Stern acquired the property and with partner CSR Group, began the redevelopment of the former Maidenform Factory into SilkLofts, a residential building comprising 85 luxury loft rental apartments, including six artist's lofts. In 2010, the site was approved as a historic preservation project by the

LEED Silver certification (Leadership in Environmental and Energy Design) from the U.S. Green Building Council, SilkLofts includes environmentally-conscious elements such as Bamboo flooring, new Argon gas-filled factory windows, energy-efficient appliances, and Quartz countertops made from recycled materials. Most of the conversion was completed by early 2014, with the first residents expected to move in May, 2014.[citation needed
]

References

  1. ^ "Defining dreams in a Maidenform bra". 5 October 2005.
  2. ^ "Back when Pigeons Wore Bras". 4 September 2013.
  3. ISBN 978-0313314810
    . Retrieved 4 September 2020.

External links
Retrieved from "https://en.wikipedia.org/w/index.php?title=Maidenform&oldid=1178781812"