Maidenform Worldwide Inc.: Male Celebrity campaign (1987)

Anita Louise Coryell

In 1987 Maidenform Worldwide Inc., then a family-run business under the direction of Beatrice Coleman, daughter of Maidenform founders Ida and William Rosenthal, hired New York ad agency Levine, Huntley, Schmidt and Beaver to create a new image for the 65-year-old lingerie company.

Maidenform Worldwide Inc.: Male Celebrity campaign

Anita Louise Coryell

Overview

In 1987 Maidenform Worldwide Inc., then a family-run business under the direction of Beatrice Coleman, daughter of Maidenform founders Ida and William Rosenthal, hired New York ad agency Levine, Huntley, Schmidt and Beaver to create a new image for the 65-year-old lingerie company. Up until that time, Maidenform had never had a difficult time finding its niche in the bra market. In 1922, when the company first began making bras, the height of fashion was a flat-chested, boyish look. Most women, of course, were uncomfortable wearing the fashionable bandeau, a...

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