In the 1930s Maidenform shocked the world by using photos of actual women modeling its bras in national advertisements. For the past year, the company has gone to the opposite extreme: featuring actors Omar Sharif, Michael York and L.A. Law's Corbin Bernsen, musing about ladies and lingerie with nary a bra, teddy or pair of panties in sight. Owing in part to the $10 million campaign, Maidenform's revenues rose 11% this year, to $200 million.
Early next year the Maidenform men will be joined by a mild-mannered guy whose experience with X-ray vision well qualifies him to discuss unmentionables: Christopher Reeve...
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