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:...

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