Tag Archive: Maidenform


Hiya Swimwear and Lingerie friends.

Well, it’s awesome over here, I caught a cold at the end of the long weekend and spent my holiday Monday cleaning the house, napping and looking like a glazed donut.

I feel like a big bag of poo.

I feel like a big bag of poo.

Good times!

I’m still stuffier than a hipster pottery barn pillow, so let’s have some fun looking at a vintage lingerie ad from our good buddies over at Maidenform.

MAidenform

It’s an activity that’s sure to brighten my mood.

Am I the only one that thinks that Maidenform’s idea of being a queen is rather similar to a creepy carnival? Hmmm, maybe more vaudevillian- the girl on the velvet swing-type of a thing.

The dog looks mortified to be stuck next to her and her giant meringue of a dress.

Ahh well, there’s no accounting for taste now is there… maybe she meant Queen of the Prom…

Cheers,

Maggie

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It’s Tuesday my lovely Swimwear and Lingerie Freaks and that means it’s time for our weekly Totally Retro Tuesday post!

I have to say, this one REALLY cracks me up. Maidenform just doesn’t disappoint in their bra marketing do they?

Look! She’s a heroic firefighter!!!

Complete with satin shorty-shorts and sparkly silver disco gloves!

Now, I wasn’t really paying a lot of attention waaaaay back in the late 70’s or early 80’s, but I’m pretty sure that professional firefighters weren’t more into {questionable} fashion than safety.

She’s going to singe the fancy elastic band on her bra that they’re trying to promote.

I think my feminist side just facepalmed

I think my feminist side just facepalmed

She certainly is living it up in her dream of being a firegal… it’s simply amazing what those Maidenform bras will inspire women to do isn’t it?

Now, we’ve giggled at lots of Maidenform ads {like this totally dorky one!} here on Swimwear and Lingerie, but… this one is really rather painful isn’t it?

Not to mention dangerous.

Going to a masquerade party or bowling in your bra is one thing, but hitching a ride, in a completely unsafe manner, on a fire truck while only wearing a bra and shorts that are clearly flammable is just inciting public stupidity… even if it is in a dream state!

Cheers,

Maggie

Happy Tuesday Swimwear and Lingerie friends!

It’s Totally Retro Tuesday and, as usual, I have a lovely retro lingerie ad for your review and discussion. This time it’s advertising for the teenage market.

As usual, I won’t say anything to predispose you to look at things in a certain way… let’s just let the imagery and text wash over our senses and see what kinds of questions and thoughts spring up!

I love Maidenform don’t you?

Even the bear knows!

Even the bear knows!

These ads kill me! They just beg the question of… really?

You wanted to promote empowerment of women and that your lingerie goes anywhere and can do anything and these are the events you saw your support things enabling “modern” young women to do?

We’ve seen a half dressed masquerade ball dream, swanning around underwater like a mermaid, bowling… There’s lots more too!

Full disclosure- I haven’t seen them all, so it’s entirely possible there are dreams where a woman and her lingerie become an astronaut, presidential candidate, supreme court judge, Nobel prize winning astrophysicist… you get the idea.

But this lovely lady found the guts to pursue the worthwhile dream of being an “Autograph Hound” and have people sign her clothing and dolly. All while wearing a full skirt and a bra.

{As a slender well endowed young lady, it was probably the best way to ensure her success as an autograph hound!}

Isn’t that just so inspiring?

Perhaps “inspiring” isn’t the word I’m looking for. Probably more like cute.

Why do girls always have to be positioned as being so darn "cutesie"? Why can't we be more "Roar" or daredevil or anything but cute all the time.

Why do girls always have to be positioned as being so darn "cutesie"? Why can't we be more "Roar" or daredevil or anything but cute all the time.

We really don’t have enough advertising that cutesifies women and shows just how shallow their dreams can be, do we?

In these ads I always find myself asking “Who are they advertising to?”

I realize that they are trying to stay clear of the feminist movement and are trying to appeal to the more traditionalist woman. But even a traditional, conservative type of woman, gets a bit tired of the same old, same old.

…or maybe that’s just me.

Cheers,

Maggie

Hididilly Ho Swimwear and Lingerie Junkies.

Happy Totally Retro Tuesday to you.

Don’t you just love Maidenform Ads? I do. They’re quirky, peculiar and rife with so much weirdness, that an overly-critical women’s lib-er, like me, can rif until the cows come home or at least start grazing on her bizarro vegetative headpiece.

Maidenform "I Dreamed I..." Ad- Masquerade

Maidenform "I Dreamed I..." Ad- Masquerade

Seriously. WTF is up with all the greenery coming out of her ear? I get that she’s dreaming that she’s at a masquerade but what the heck is she dressed up as?

Maybe she’s “Audrey” from The Little Shop of Horrors… that would explain the creeptastic predatory plant reaching out to munch on the other similarly attired pinup-esque girls she’s dreaming about.

Audrey the flesh eating plant from Little Shop of Horrors

Audrey the flesh eating plant from Little Shop of Horrors

Then again perhaps we should question why she has misplaced her top, as have all the other young ladies she is dreaming about.

Hmmm. Sappho Approves of the Dancing Ladies

Hmmm. Sappho Approves of the Dancing Ladies

You will note there are no men at this fabulous little masquerade, so we are left with either a subversive nod to the repressed lesbian desires of middle class lingerie buying women, with all the sapphic dancing girls or a really odd initiation at an all women’s sorority or group…which also leads back to the clustering of women-centric activities… either way she’s smiling and happy to be surrounded by like-minded friends and I say you go on and get down with your party-self honey!

These girls are just a "Maidenform" moment away from complete reckless abandon!

These girls are just a "Maidenform" moment away from complete reckless abandon!

It’s kind of an interesting idea when you think about it. A lingerie company, like Maidenform, with a vested interest in appealing to the status quo, which would be the hetero-normative group of the era, is advertising a rather libertine and naughty (according to the ultra-conservative mindset of the time) little fantasy series…were they trying to appeal to the younger, wilder, demographic, while appeasing their established customer-base with these innocently cute and kitsch campaigns?

I dunno, but I really love the placement of the June Cleaver-type chickie in the middle of this little anti-conformity naughtiness. She just looks so sweetly excited by all this topless, flower-arranging craziness.

Maidenform: purveyors of non-hetero-normative-alternative-societal fantasies

Maidenform: purveyors of non-hetero-normative-alternative-societal fantasies

Right on Maidenform! Who knew that a company so invested in controlling a woman’s body, in such a structured way, also wanted to helped her to escape the conformist constraints and live more freely.

Maidenform really is supportive! Either that or the entire campaign was created by a hormonal, 13 year old boy with a dirty mind…. just saying.

Cheers,

Maggie

Sea Dream Collection by Maidenform

Sea Dream Collection by Maidenform

Hello Swimwear and Lingerie Friends.

Happy Totally Retro Tuesday to each and every one of you. I hope your week is progressing swimmingly and that your able to ride out any waves of adversity. Yah, okay, that’s enough of the completely blatant water words that sooo don’t fit in. For today’s Totally Retro Tuesday post I wanted to take a look at the advertisement below and pick apart all the things that make it so compelling.

First, let’s ooooh and ahhhh over its 1969 aesthetic!

1969 Maidenform Bra Slip Chemise Panties 1960s fashion photo women illustration underwear advertisement

1969 Maidenform Bra Slip Chemise Panties 1960s fashion photo women illustration underwear advertisement

Oooooh, ahhhhhh, ohhhhhhhhh.

The ad is kind of interesting the more you look at it. I love that the women’s various postures and stances are fluid and curvey in order to echo the gently waving fronds of seaweed. Their hair is full and free flowing as though they were underwater and they seem to be wearing their lingerie as swim costumes.

Maidenform

Maidenform

Maidenform are fairly well known for their provocative advertising campaigns and I’m guessing that these ones were no exception. The women are stunning, but not presented in the typical sanitized way. Their natural appeal and confidence is radiating with a “siren”-like quality that verges on the edge of beguiling. I wonder if some of the more puritanical folks would have raised some alarms about the blatant female power being evoked here.

The lingerie is pretty cool too. I love the bullet styling of the bras and the slightly naughty free-spirit (ie: non clingy and definitely not supportive) nature of the long slip.

Gotta say, I like the whole Little Mermaid thing going on above way more than the cheesy beach thing going on in the ad below.

little-mermaid

little-mermaid

Quite frankly, all I can think of when I look at this one is “Jaws” and I’m really hoping the top-knot-blonde is the first one that gets eaten… just saying.

Sea Dream Collection by Maidenform, On the Beach

Sea Dream Collection by Maidenform, On the Beach

Cheers,

Maggie

Jaws_poster

Jaws_poster