Maidenform blushes

Cover Up

It was one of history's best-known advertising campaigns and most recurrent dreams. For more than 20 years the Maidenform model said, "I dreamed I went shopping [or fought a bull, or barged down the Nile] in my Maidenform bra." The ads, featuring a winsome lady wearing nothing above the waist but a bra, appeared in more than 70 countries, starting in 1949, and helped propel the privately held company to the No. 2 spot in the intimate-apparel industry (1982 sales: $125 million).

In 1969, however, as more women opted to pursue careers, the fantasy theme was dropped. Explains President Beatrice Coleman:...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!