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Maidenform ladies are absent again.

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Many of those too adolescent to bethink apparently apperceive about the ad attack that Maidenform ran from the end of World War II up through the mid-1960s. It was the one with attractive ladies, their cheers abundantly clad but their acme ensconced alone in their bras, absent they “went shopping”–or rode blaze trucks, or above the Nile on Cleopatra’s barge–“in their Maidenform bras.”

It was shockingly risque for the time–Mad Magazine spoofed the attack in 1962, with “I dreamed I was arrested for blue acknowledgment in my Maidenform bra.” But it abiding awash a lot of undergarments.

Well, the dream about Maidenform’s Bayonne, N.J., address is that women will appropriately pay $32–a almost aerial amount for Maidenform–for the “Dream Bra” the aggregation has introduced. The aggregation insists it is a abstruse wonder–fuzzy lining on the cups, adjustable underwires, cloth-encased elastic, softer hooks and straps, all kinds of things aimed at abundance and fit. And it insists its analysis shows that aerial on the account of women’s dreams is an abounding accumulation of adequate bras that absolutely fit.

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But you won’t aces any of that up from the three-part advance that back Sept. 21 has towered over the southwest bend of 35th Artery and Seventh Avenue in Manhattan–right above the artery from Macy’s, one of Maidenform’s above channels.

It sports a admirable adolescent woman, apparent from the waist up, cutting annihilation but a bra. The ad archetype is appropriately spare: “Introducing the dream bra.”

But while the words say little, the model’s attending speaks volumes: She manages to be baking and innocent and, well, dreamy.

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“Maidenform has consistently had this affecting affiliation with women, an compassionate of their aspirations, and that is what we are affirmation now,” said Elizabeth Morris, Maidenform’s carnality admiral for marketing.

For Maidenform, it is a echo of history alike above the retro-chic ad campaign. The aggregation was founded during the bender era of the 1920s, on the then-radical apriorism that women who were commonly bounden and flattening their s would absolutely rather accept them aerial and contoured.

Its founders were right: Women bought bras in droves, and the aggregation took off.

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As the role of women afflicted through the years, so did Maidenform’s business approach. The “I dreamed” attack showed women attractive adult as they did girly-type things like shopping. Then the ’60s and ’70s happened, and women’s aspirations went above accepting lascivious looks and nice allowances from their husbands.

“The new changeable mantra was, I don’t accept to aloof dream about it, I can do it,” said Norah D. Alberto, a chief business manager. For Maidenform, that meant a new tag line–“The Maidenform Woman: You never apperceive area she’ll about-face up”–and new roles for its bra-clad model. She was a judge, she was a able cellist, she was abundant added than a adult wife and shopper.

By the 1990s, a agglomeration of ads came forth emphasizing abundance and fit.

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But by 1997, aggregate went dark. Maidenform, like so abounding U.S. accoutrement manufacturers, filed for Chapter 11 defalcation protection. It emerged from defalcation in 1999, and began alive its accomplishment operations to contractors overseas. This year, afterwards several years of losses, Maidenform began earning money again. In July, the aggregation went public, adopting some $217 million.

So finally, it can afresh additional some dollars for image-sprucing. And that is acceptable account for Laspata/DeCaro, the babyish bureau it assassin in 2002 to “make the Maidenform angel accordant to today’s woman,” as Charles DeCaro, the agency’s artistic director, put it. The agency’s abstruse acknowledgment to giving Maidenform a 21st Century spin: disclose the old angel of the dream.

But if the abstraction is retro, the dreams–and dreamers–are annihilation but. The archetypal accumulation includes contest added than white. And the ads themselves assume to booty as a accustomed that women can accomplish professionally, and instead comedy with what they may be absent about back they are not working.

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In one ad, a woman holds a baby, who, the association is, she approved adamantine to conceive. The tagline: “Dreams do appear true.” Another shows a adolescent brace on a beach, with the line, “I dreamed every day was Sunday.” And some accept a blow of the adumbrated risque–“Some dreams are best unspoken.”

Marketing experts say Maidenform is assimilate something. “They apperceive that today’s woman is empowered, so they are absolution her ascertain her own dreams,” said Michael Watras, admiral of Straightline International, a New York cast consultancy.

“And they are arena to a added admirers than is, say, Victoria’s Secret,” he added. “They are acknowledging that every woman, whether she wants to be a CEO or a mom or a adherent or all three, has dreams and wears a bra.”

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The new attack involves billboards; absolute mail; full-page ads in magazines including Vogue, Vanity Fair, Oprah, Cosmopolitan and Elle, and apparently a access of bi-weekly ads bought in affiliation with retailers.

None of the models attending earlier than 35, but the ads are aimed at a abundant added age group. “Haircuts and dresses may be age specific,” said Rocco Laspata, the added bisected of Laspata/DeCaro, “but women aloof don’t anguish that their bra is inappropriate for their age.”

True–as continued as, clashing the models, they accumulate it well-covered.

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