The topic this month is mid-century foundation garments. So far we’ve looked at FormFit, Jantzen, and Maidenform. All of these brands were popular in the mid-century and continue to exist today. Bra making was a competitive business in the post war era as new lightweight and stretchable fibers were becoming mainstream for the fashion industry. Maidenform was a leader in the industry and gained popularity in the mid-century as they marketed to every day women. I found this short video that describes Maidenform’s influence. Madman fans will especially enjoy this.
By 1964, the women’s movement began to have an influence on undergarments. Women in the 1950’s wore uncomfortable bras and girdles to form the body into the hourglass silhouette. By 1964, a more natural look was desired. Such was the case with this bra made by Maidenform. It was advertised in the October 1964 edition of Ladies Home Journal. The full page black and white ad shows a confident woman wearing the brand’s cotton Sweet Music bra.
If you look closely at the copy found at the top of the page, you learn that the bra is made of cotton. Cotton is more breathable and more comfortable than the more typical manmade fibers like polyester.
Made with all cotton broadcloth. Elastic straps and band: rubber, cotton, “Polypropylene” Olefin nylon. A, B, C cups $3.00.
The fact that Maidenform choose to brand this bra without their popular “I Dreamed .. .” campaign shows that this is the beginning of some new branding.
Test your Mid-Century Bra Knowledge
Which of the following ads were not from Maidenform?
If you guessed the middle image of an illustration showing a mid-century women wearing a bra and girdle, you can pat yourself on the back! Your answer is correct. The middle image is an ad from Permalift. We’ll talk about Permalift in a few days.
Mid-Century Page 
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