Maidenform Underwired bra - black

Brand details for

Maidenform’s story began in 1922, when founders Ida Rosenthal and Enid Bissett designed a two cup bandeau with an elasticated centre panel to be sewn into dresses. By 1925, Maidenform had filed their first patent for a modern seamed push-up bra and in 1945, filed another for the adjustable bra strap fastener, the same design still used today. Throughout the decades, Maidenform has accompanied elegant women from the days when a gurdle was a must through the carefree ‘90s right up to today. Their shapewear has retained its quality and elegance, their designs harking back to a golden age of lingerie design guaranteed to make everyone feel like a Hollywood starlet.

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