Maidenform is a brand name I have been familiar with for a number of years, however, in truth I don't recall ever actually having stopped to look at the brand and the products. Silly me! I always equated it to Avon, in that its been around a long time (90 years this year!), has a following of what I assume are 'older' women, though I always believed it to be a 'trusty' brand.
Last month I was graciously sent some Maidenform underwear to test drive. I was sent the High Waist Brief and the Bustier, both from The Pretty Collection.
Any vintage girl will know, that the secret to creating that the authentic vintage look is having the correct shape, and the secret to having the correct shape is having the correct underwear. Being sucked in and pushed up in all the right places is very important ;-)
Unless you are a die hard vintage lover and wear only vintage underwear, you will know that buying good reproduction undercrackers can be tricky. Firstly, some repro brands can be expensive, and in my experience, even if they look authentic, they may not necessarily have the fit very well or provide the right shape. Also, in a quest to be authentic, many repro brands use silk or other delicate fabrics that can't be slung in a washing machine.
Before I review the products, here is a little bit about the brand...
Founded in 1922, Maidenform is the most well established shapewear brand
in todayʼs market and has been helping women of all shapes and sizes to
achieve their perfect silhouette for almost 90 years.
Created in the USA by Maidenform founders Ida and William Rosenthal, the
brandʼs first product was a bandeau bra separated by a central seam of
elastic that was sewn into dresses. The idea that all clothes should be
correctly underpinned by strong foundations proved extremely popular as
more and more women sought to achieve their dream silhouette. This
became Maidenformʼs raison dʼetre from then on.
Such was the popularity of Maidenformʼs design and the effect it had on the
female form, that just three years later William patented a world first: the
modern seamed uplift bra. Women everywhere finally found that they could
achieve a defined, feminine shape and Maidenform quickly became a
household name and firm favourite.
By World War Two, Maidenform had achieved such recognition for its
pioneering work in textiles and innovative intimate apparel technology that the
brand was commissioned to manufacture vests for carrier pigeons and
parachutes for the troops, a pivotal moment that secured Maidenformʼs
position as one of the most beloved brands in America.
Maidenform was at the forefront of the advertising boom in the 1950ʼs and
launched some of the most innovative campaigns in history. The 1949 ʻDream
Campaignʼ built a lasting emotional connection with women, while the 1980ʼs
saw the launch of a revolutionary Maidenform campaign that featured male
It is interesting, although not surprising, that for these current collections, Maidenform has enlisted the help of Janie Bryant, the lucky lady in charge of costumes on the set of Mad Men. Well, if darling Joanie is anything to go by, the lady knows a thing or two about shapewear. She says of her work on Mad Men:
'Usually, the television-viewing audience doesnʼt see the foundation pieces,
but itʼs so important to me that the actors not only feel their character on the
outside, but on the inside as well, and that is why intimates plays an integral
It's very true. I don't think I really began to fully understand and appreciate the fit and style of vintage clothes until I started wearing stockings and a girdle, and invested in a good shape bra. It just kinda pulls the whole outfit together, from the inside, out. I'm not saying that everyone should wear vintage style underwear, not at all. Just that if you are wearing underwear that makes you feel good, even before you've put your clothes on, well then you are making a good start.
So, I hear you cry, what is the Maidenform underwear actually like?
Well, in order to review it properly, and without me just telling you, I wanted you to see what it looks like on. I don't mean what it looks like a model on the website, but what it actually looks like on me, and what it feels like too. I wanted to take some pics that showed the underwear off without them being too 'Pin Up'. I was actually really nervous of taking 'serious' pictures of me in my underwear, even though I have posted pin up ones on here before. (My cleavage has actually been photoshopped out because I'm so paranoid about attracting the 'wrong type' of readers, if you know what I mean!)
Just so you know, so that we are not under any illusions here. I am 5'2". My boobs are big, and so is my arse. I have wide hips and hold all my weight on my thighs and behind. I am however, lucky to have a small waist, although that doesn't mean that I don't sometimes appreciate a bit of help in the 'sucking in' department, especially across the tummy.
Normally, I prefer to wear a balcony style bra and stay away from the Plunge style as I think it can often be ill fitting on larger breasts. However, this bra seems to work just fine for me. There is even a foamy ledge at the bottom of each cup to lift, which I think gives the good shape, rather than allowing the boobs to sort of flop together and downwards, if that makes sense. The top itself has a small 3 bar strap fastening at the back at the top, and as you can see, has a lace panel overlay at the front. It is quite tight to get on, I have to sort of wriggle it on, (its best to apply your make up after putting it on!), but that means when it is on it is fitted as you can see, and does a really good job of pulling in the waist and flattening the tummy. Although it has a shiny finish, which may I add is possibly the only negative, it doesn't ride up and clings to the hips under clothing. I adore this and wash it and wear it repeatedly. It is also an extra warm layer for winter.
The Hi Waist Briefs
As you can see, these are pretty amazing. Pants and super tummy sucking implement all-in-one. Like the bustier they require a certain sort of wriggle dance to get them on over the derriere, but once in place, this means the sucking in panels do their job superbly over the tummy and on the waist. These are super pants. They make you stand up straight, thus improving your posture, they feel really comfortable, they are soft, warm and pretty sexy too I think. I like.
Maidenform, I may be 90 years late, but I am a new fan.
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