benefits of wearing the right bra under your favorite clothes. With Lilyette bras by Maidenform you get a great shape and a
"Maidenform is a 75-year-old company committed to meeting
the needs of today's woman. We want you to feel good from the inside out. Our excellent quality, fit
and modern attractive styles will exceed your expectations," states Paul Mischinski,
CEO of Maidenform, Inc.
The history of Maidenform® bras began with the birth of the bra
itself. Ida Rosenthal and Enid Bissett, partners in Enid Frocks, a custom dress business
on New York's West 57th Street. Although the flat-chested look was the rage, Bissett
believed that a dress fit better over a natural bust line rather than a flat one. She
restructured the boyish form bandeau to have two cups separated by a center piece of
elastic. Rosenthal's husband William transformed Bissett's creation into a garment shape
to support the natural contours of the bust and named it the Maidenform® Brassiere.
With decades of success and experience behind them, Maidenform®
has entered the new millennium by creating exciting designs for the modern woman. Both
structured and unstructured styles have been created in a variety of sizes and colors to
appeal to a wide audience, including the fashion-conscious consumer.