Word: maidenform
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...wash or handy container. The Spanish have a confident serenity, and ads that suggest snob appeal fall flat. Italians, though they bred Gina and Sophia, are prudish about sex and seminudity. "We can't present a woman as a sex kitten," moans an adman in Italy, where the Maidenform girl is photographed modestly at home and forgoes Freudian dreams...
...girl in the Maidenform bra will have to be more careful from now on about the places she visits in her celebrated dreams. Singing without a blouse on in Carnegie Hall will, for example, be out. Under a New York state law signed by Governor Nelson Rockefeller last week, commercial advertisers are forbidden to use names and places of nonprofit cultural and charitable organizations without express permission. The maximum penalty: a $500 fine and one year in jail for the offender...
...dreamed I went swimming in my Maidenform bra." A tip of the hat to Ida Rosenthal . . . It's about time...
Indeed she has. When Mrs. Rosenthal's husband died in 1958, she took over as chairman, moved from their 18-room Long Island mansion to a three-room apartment in Manhattan, where a chauffeur calls at 9 each morning to take her to Maidenform's headquarters in Manhattan's garter belt. She personally adds up the new orders each morning to "see if the salesmen are working or playing golf," travels around the U.S. to see how her bras are faring in stores. "Quality we give them," she says. "Delivery we give them. I add personality...
Next January Maidenform will put on sale a new line of women's swimsuits equipped with Maidenform bras. Mrs. Rosenthal also thinks that there is a market for sleeping brassieres, hopes to produce a looser Maidenform for the bedroom. The company is also studying synthetic fibers that may eventually replace rubber elastic. From the girl of twelve to the woman of 80, Ida Rosenthal (one of her own best customers) believes that nature can still stand a lot of improving...