Learn more about Maidenform

The Maidenform brand began in 1920. At that time, the "flattened bust" look was all the rage, but the company took a risk by creating a garment to shape and support the natural contours of the bust, believing that dresses would fit better over a natural bust line rather than a flat one. In order to accomplish this, Maidenform restructured the boyish form bandeau to have two cups separated by a center piece of elastic. As Maidenform expanded, they adjusted to the rapidly-growing younger demographic and created styles that appealed to a youthful audience. In the years following this change, Maidenform has developed an extensive line of fresh, fun, fashionable styles as the core of their business.