Maidenform Worldwide Inc.: The Dream campaign (1949-1969)

Anita Louise Coryell

Between the years 1949 and 1969, Maidenform bras were advertised by "the dream girl," a glamorous young woman depicted in a print ad doing just about anything imaginable in her Maidenform bra.

Maidenform Worldwide Inc.: The Dream campaign

Anita Louise Coryell

Overview

Between the years 1949 and 1969, Maidenform bras were advertised by "the dream girl," a glamorous young woman depicted in a print ad doing just about anything imaginable in her Maidenform bra. She swayed juries, went on safaris, and shopped in Paris and London clad conspicuously in her bra. For two decades Maidenform's "Dream Campaign" was one of the best-known marketing promotions in the business and one of the most controversial. It was one of the first print ads to show women clothed only in underwear—specifically, a brassiere—from the waist...

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