A Cultural History of Advertising

The dream around Maidenform's headquarters is that women will happily pay $32 for the "Dream Bra" the company has introduced.

Maidenform Bra Print Ad
1962

"I dreamed I barged down the Nile in my Maidenform bra"
So declares this memorable 1962 women's magazine ad, which helped secure the market dominance of Maidenform, Inc., "makers of bras, girdles and swimsuits." Features include "spoke-stitched cups for Cleopatra curves," "reinforced undercups for everlasting uplift," and "all-elastic band for freedom of fit."

Maidenform advertising campaigns helped secure the market dominance of Maidenform, Inc., founded in 1922 by Russian Jewish emigres. The now famous "I Dreamed" campaign was launched in 1949 and ran for 20 years, making it one of the longest running campaigns in the history of advertising. The ads feature models in everyday or fantastic situations, elaborately costumed but wearing only a Maidenform bra above the waist. The ads generated both controversy and praise.