Word: ida
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...IDA ROSENTHAL...
MANY a U.S. woman -and man-boggles at the flat-chested styles that occasionally spring from Paris couturiers, but no one resents them with a deeper passion than a spry little (4 ft. 10 in.) grandmother named Ida Rosenthal...
...helping nature, Ida Rosenthal has probably had a greater impact on the U.S. female form than all the couturiers in Paris. On any day, she estimates, 20% of all U.S. women-or 13 million-are wearing one of her Maidenform bras; 30% of U.S. women own at least one Maidenform. In 115 countries, 20 different styles of Maidenform, dubbed with such fetching names as Arabesque, Sweet Music and Chansonette, shape the contours of debutantes and matrons alike. Maidenform has become a part of the language, thanks to ads featuring women who dreamed they did everything from shopping to being...
When 19-year-old Ida Rosenthal set up a dress business in New Jersey in 1906, less than a year after emigrating from Minsk, the brassiere had a very different function than it has now. After Society Girl Caresse Crosby designed a brassiere in 1913 (it took its name from the French word for a child's undershirt), it was worn as a sort of chest-height cummerbund to flatten and camouflage women for the boyish look. When Mrs. Rosenthal moved into New York and set up a dress shop with a woman partner in 1922, she noticed that...
NOTHING gave Maidenform a better uplift than the launching of its famous "I dreamed" campaign in 1949. Dreamed up by a woman copywriter for a Manhattan ad firm (now Norman, Craig & Kummel), the ad drew little enthusiasm at first, even from Ida Rosenthal. It soon caught fire, despite protests that it was risque. "We love double meanings," says Beatrice Coleman, Mrs. Rosenthal's daughter and the firm's chief designer, "so long as the double meaning is decent." Maidenform now spends 10% of its sales on advertising, mostly on the "I dreamed" ads. "Let them go on dreaming...