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Maidenform Collection

Creator:
Maidenform, Inc.  Search this
Photographer:
Avedon, Richard  Search this
Names:
Coleman, Beatrice  Search this
Coleman, Joseph  Search this
Inventor:
Rosenthal, Ida  Search this
Rosenthal, William  Search this
Extent:
35 Cubic feet (87 boxes, 1 oversize folder)
Type:
Collection descriptions
Archival materials
Advertisements
Newsletters
Tear sheets
Photographs
Videotapes
Clippings
Business records
Date:
1922-1997
Scope and Contents:
Patent and trademark documents, advertisements, sales and marketing material, market research, photographs, packaging, company newsletters and magazines, and business records documenting the history of the Maidenform Company from 1922 to1997.
Arrangement:
Collection organized into eleven series.

Series 1, Company History, 1922-1990

Series 2, News Articles, 1941-1997

Series 3, Patents, Trademarks, and Registrations, 1871-1979

Series 4, Publications, 1931-1997

Series 5, Sales and Marketing Materials, 1929-1997

Series 6, Advertising, 1929-1997

Series 7, Photographs, 1927-1993

Series 8, Patterns, circa 1950s

Series 9, World War II Activities, 1941-1946

Series 10, Labor Relations, 1937-1990

Series 11, Miscellaneous Unprocessed Materials
Biographical / Historical:
The history of Maidenform, Incorporated began at Enid Frocks, a small dress shop in New York City owned and operated by Enid Bissett. Ida Rosenthal was a Russian Jewish immigrant and seamstress at Enid's shop. In 1922, Ida and Enid decided that the fit and appearance of their custom-made dresses would be enhanced if improvements were made to the bandeaux style bras then in vogue. They gathered the bandeaux in the middle in a design modification that provided more support in a manner they believed enhanced, rather than downplayed, a woman's natural figure. Ida's husband, William, added straps and further refined the style. The called their bras "Maidenform", in counterpoint to the "Boyish Form" brand then in vogue. Initially, the bras were given away with each dress they sold. As the bras gained popularity they began selling them, and eventually the bras became so popular they stopped making dresses altogether and shifted to full-scale brassiere manufacturing. The first Maidenform plant opened in Bayonne, N.J. in 1925. After World War II, the company began marketing heavily in Europe and Latin America. Eventually, Maidenform operated plants in West Virginia, Florida, Puerto Rico and the Dominican Republic.

Documentation for the development and manufacture of a "pigeon vest" is also included in the collection. The pigeon vest allowed troopers to carry homing pigeons with them as they parachuted behind enemy lines. During World War II, Maidenform manufactured these pigeon vests and silk parachutes for the war effort.

Maidenform advertising campaigns were enormously successful, and generated controversy as well as praise. The now famous "I Dreamed" campaign was launched in 1949; this campaign ran for 20 years, making it one of the longest running campaigns in the history of advertising. The advertisements featured models in everyday or fantastic situations, elaborately costumed but wearing only a Maidenform bra above the waist. This campaign was followed by the "Maidenform Woman" campaign which was credited with boosting sales by 200 percent in some stores. The "Dares to Dream" campaign played off the "I Dreamed" tagline in 1984, and in 1987, the "Celebrity" campaign began. The "Celebrity" ads were notable for the absence of women in lingerie; instead, well-known male actors discussed their feelings about women and lingerie in print and commercial advertisements. The tone of the advertising shifted in 1992 with a series of ads called "The Women's Advocacy" campaign.

Maidenform was family owned and operated until 1997. After the death of William Rosenthal in 1958, his wife, Ida, became the president of their company. In 1963, she suffered an incapacitating stroke. At this time, son-in-law Dr. Joseph Coleman became head of the company. Upon his death in 1968, his wife (the only surviving child of Ida and William) Beatrice Rosenthal Coleman, gained complete control over the business until her death in 1990.

The Ida and William Rosenthal Foundation, a philanthropic and charitable institution founded in 1953, is run by granddaughter Catherine Brawer.
Related Materials:
The Division of Home and Community Life holds Maidenform artifacts including brassieres, girdles, and "long-lines," and two of the costumes used in the "I Dreamed" campaign.
Provenance:
The collection was donated by Maidenform, Incorporated in May 1997.
Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Advertising campaigns  Search this
Sex in advertising  Search this
advertising -- 20th century  Search this
Women in advertising  Search this
Brassieres -- 20th century  Search this
Parachutes -- 1940-1950  Search this
Symbolism in advertising  Search this
Homing pigeons -- 1940-1950  Search this
World War, 1939-1945  Search this
Genre/Form:
Advertisements
Newsletters -- 20th century
Tear sheets
Photographs -- 20th century
Videotapes
Clippings
Business records -- 20th century
Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
Identifier:
NMAH.AC.0585
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0585
Additional Online Media:

I dreamed / I took the bull / by the horns.../ in my / maidenform [sic] bra [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Extent:
1 Item (Ink on paper., 15.5" x 11.5".)
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Date:
1962
Scope and Contents:
Woman wearing a brassiere in field, holding a bull by his horns; photographer unidentified.
Local Numbers:
AC0585-0000015.tif (AC Scan)
General:
In Box 73, Folder 3.
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Bulls  Search this
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1367

I dreamed I went shopping in my maidenform [sic] bra [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Extent:
1 Item (Ink on paper., 11" x 9".)
Type:
Archival materials
Photographs
Tear sheets
Date:
1949
Scope and Contents:
Woman wearing a brassiere in a store; photographer unidentified.
Local Numbers:
AC0585-0000015.tif (AC Scan)
General:
In Box 26, Folder I dreamed ads.
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Shopping. -- 1940-1950  Search this
Sex in advertising -- 1940-1950  Search this
Advertising campaigns  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Photographs -- 1940-1950 -- Color -- Reproductions
Tear sheets -- 1940-1950
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1368

I dreamed I stopped them in their tracks / in my maidenform [sic] bra [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Extent:
1 Item (Ink on paper., 15.25" x 12".)
Type:
Archival materials
Tear sheets
Photographs
Proof sheets
Date:
1962
Scope and Contents:
Color advertisement based on a photograph of woman wearing a brassiere, standing in front of a "locomotive" backdrop; photographer unidentified.
Local Numbers:
AC0585-0000069(AC Scan)
General:
In Box 73, Folder: I dreamed.
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Dreams  Search this
Locomotives -- 19th century  Search this
Women in advertising -- 1960-1970  Search this
Advertising campaigns  Search this
Railroads  Search this
Railroad trains  Search this
Sex in advertising  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Tear sheets -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Proof sheets -- 1940-1990
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1369

I dreamed I was made over / in my maidenform bra [black-and-white advertisement,] 1958

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Tear sheets
Photographs
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box ?, Folder ?
Local Numbers:
01058525.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Dreams  Search this
Sex in advertising -- 1950-1960  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Advertisements -- 1950-1960
Tear sheets -- 1940-1970
Photographs -- 1950-1960 -- Reproductions
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1370

I dreamed / I was an Egyptian dreamboat in my / maidenform bra [black-and-white advertisement], 1955

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Scope and Contents:
Although the image is based on a photograph, it is not a reproduction of an original photograph.
Local Numbers:
01058523.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Egyptian motifs  Search this
Sex in advertising -- 1950-1960  Search this
Dreams  Search this
Brassieres -- 20th century  Search this
Boats  Search this
Genre/Form:
Advertisements -- 1950-1960
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1371

I dreamed / I had the / world on a / string in my maidenform...bra... [etc.] [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Scope and Contents:
Text advertises all Maidenform products, not just brassieres.
Local Numbers:
01058522.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1372

I dreamed I was a knockout / in my maidenform bra [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Scope and Contents:
Woman wearing bra and boxing gloves in ring.
Local Numbers:
01058521.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Boxing  Search this
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1373

The Maidenform woman. You never know where she'll turn up. [Color advertisement.]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Scope and Contents:
Woman in bikini panties between two leaping male basketball players.
Local Numbers:
01058520.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Bikinis  Search this
Basketball  Search this
Sex in advertising -- 1960-1970  Search this
Women in advertising -- 1960-1970  Search this
Underwear  Search this
Genre/Form:
Advertisements -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 5: Sales and Marketing Materials / 5.3: Dealer Aids and Store Promotions / Booklet: "The Maidenform Woman, You Never Know Where She'll Turn Up"
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1374

I dreamed I drove them wild / in my maidenform bra [color advertisement]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Proof sheets
Advertisements
Date:
1961
Scope and Contents:
Woman wearing helmet and brassiere, driving Roman chariot.
Local Numbers:
00058503.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Roman motifs  Search this
Chariots  Search this
Sex in advertising -- 1960-1970  Search this
Women in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Proof sheets -- 1940-1990
Advertisements -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1392

I dreamed / I barged down the Nile in my maidenform bra [color advertisement]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Place:
Nile River
Date:
1962
Local Numbers:
01058526.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Egyptian motifs  Search this
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1393

I dreamed I was a designing woman / in my maidenform [sic] bra [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Local Numbers:
01058528.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Designers  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Genre/Form:
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1394

I dreamed I walked a tightrope / in my maidenform [sic] bra [black-and-white advertisement.]

Donor:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Photographs
Advertisements
Local Numbers:
02058501.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Tightrope walking  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Genre/Form:
Photographs -- 1950-1960 -- Black-and-white photoprints -- Reproductions
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1395

I dreamed / I went / to work / in my / maidenform [sic] bra [color magazine advertisement, tear sheet]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Container:
Box 68, Folder 13
Type:
Archival materials
Tear sheets
Advertisements
Photographs
Local Numbers:
03058517.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Sex in advertising -- 1950-1960  Search this
Offices  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Tear sheets
Advertisements -- 1950-2000.
Photographs -- 1950-2000 -- Reproductions
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1416

I dreamed I got a lift in my / maidenform bra [black-and-white advertisement, proof sheet,]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Container:
Box 73, Folder 3
Type:
Archival materials
Advertisements
Date:
1959
Scope and Contents:
Model is posed apparently holding onto construction equipment, high above city skyscrapers.
Local Numbers:
AC0585-0000016.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Skyscrapers  Search this
Construction  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Genre/Form:
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / Advertisements, "I Dreamed" campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1433

I dreamed I had Tea for Two / in my maidenform bra [black-and-white advertisement]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Container:
Box 26, Folder I dreamed ads
Type:
Archival materials
Photographs
Advertisements
Scope and Contents:
Two women in their bras sipping tea before a fireplace with a fire.
Local Numbers:
03058513.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Tea  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Women in advertising  Search this
Genre/Form:
Photographs -- 1950-1960 -- Reproductions
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1438

I dreamed I was cut out for fun in my / maidenform / bra [black-and-white advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Container:
Box 26, Folder I dreamed ads
Type:
Archival materials
Photographs
Advertisements
Scope and Contents:
The design includes scissors and dotted lines around the female figure and three different brassieres, suggesting paper doll cutouts.
Local Numbers:
03058514.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Paper dolls  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Genre/Form:
Photographs -- 1950-1960 -- Reproductions
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1439

I dreamed I played Cleopatra in my / maidenform bra. [Printed advertisement.]

Collector:
Maidenform, Inc.  Search this
Names:
Cleopatra  Search this
Collection Creator:
Maidenform, Inc.  Search this
Container:
Box 26, Folder I dreamed ads
Type:
Archival materials
Photographs
Advertisements
Scope and Contents:
Model in Maidenform bra reclines on tiger skin rug. Egyptian motifs abound.
Local Numbers:
03058511.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Egyptian motifs  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Genre/Form:
Photographs -- 1950-1960 -- Color -- Reproductions
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 6: Advertising / 6.1: Advertisements / "I Dreamed" Campaign
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1440

I dreamed I had a swinging time / in my maidenform [sic] bra [color advertisement], 1963

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Extent:
1 Item (10.6 x 10.3 in.)
Container:
Box 64, Folder 2
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Date:
1963
Scope and Contents:
Image: photograph of a woman swinging from a vine in a tree.
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box 64, Folder 2.
Local Numbers:
03058515.tif (AC Scan)
Collection Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Advertising campaigns  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Swings  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Maidenform Collection / Series 5: Sales and Marketing Materials / 5.10: Counter Cards
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref447
Additional Online Media:

"Little Miss Zenoleum" [sic: title under portrait] [Calendar.]

Advertiser:
Zenner Disinfectant Co. (Detroit, Mich.)  Search this
Series Creator:
Warshaw, Isadore, d. 1969  Search this
Extent:
1 Item (col., 23 x 13.5 cm.)
Container:
Box 8, Folder 41
Type:
Archival materials
Calendars
Photographs
Date:
1905
Scope and Contents:
Portrait of glamorous, sensuous woman in dress, holding an envelope. Image mounted on board holding multi-page calendar. Advertisement text: "ZENOLEUM / DISINFECTANT AND DIP / Zenoleum Toilet Soap / 'Thoroughly Antiseptic and Germicidal' / The Zenner Disinfectant Co., Detroit, Mich., U.S.A." Calendar for 1905.
Local Numbers:
Ivorydata4 1111

0300600293 (Scan No.)
Series Restrictions:
Collection is open for research. Some items may be restricted due to fragile condition.
Series Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Sex in advertising  Search this
Women in advertising  Search this
Health  Search this
Soap  Search this
Genre/Form:
Calendars
Photographs -- Reproductions
Series Citation:
Warshaw Collection of Business Americana Subject Categories: Soap, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Warshaw Collection of Business Americana Subject Categories: Soap
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0060-s01-01-soap-ref777

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