Ultra Swank - Retro Adventures

Last Night I Dreamed About Maidenform

Written by Oline Eaton • October 28th, 2013
Last Night I Dreamed About Maidenform

Maidenform

As Harry Trenner told the story, he and his wife Florence were just sitting around the kitchen table after dinner when they hit upon the idea. Harry took it to Weintrob Advertising, where he worked in New York. They showed it to Maidenform and the “I dreamed…” advertising campaign was born.

It would run from World War II thru to the early 1960s, featuring images of women engaged in fantasies—some of them frivolous, some of them less so—of all the things they could do whilst wearing a Maidenform bra.

In retrospect, the advertisements provide a peek into the changing role of women in mid-century America, encompassing the full spectrum of available possibilities with everything from the fanciful “I dreamed I played Cleopatra” and the renegade “I dreamed I was wanted” to the more ambitious “I dreamed I won the election” and “I dreamed I went to work.”

It’s a dream world wherein women of the time could assume roles that still weren’t entirely open to them in real life. Never mind that these were things they were even less likely to do topless save a bra, the ads represent a world of semi-scandalous possibility. And it’s striking how most of the women in them appear: not only are they proud to be wearing a bra in public; they are unabashedly proud of their dreams.

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Above: Maidenform

Oline Eaton

Oline Eaton, a columnist at CheekyChicago.com, writes extensively on the subjects of celebrities, gossip and adventure. Currently writing a biography of Jackie Onassis.

Find out more about Oline Eaton

  • Steve Mills

    Nice writeup. Fantastic ad campaign. And oh those pointy bras! They need to make a comeback.

  • Jessie Desmond

    You can buy the bullet bras from a few different places online.

  • Steve Mills

    Yup, I keep suggesting to my girlfriend that she get some and wear them exclusively to get the rest of the country buying them again.

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