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Maidenform Brands is a manufacturer of women's bras, underwear, and shapewear founded in 1922 by seamstress Ida Rosenthal; Enid Bissett, ...
A foundation garment (also known as shapewear or shaping underwear) is an undergarment designed to impermanently alter the wearer's body shape, to achieve what some view as a more fashionable figure. The function of a foundation garment is not to enhance a bodily feature (as would, for example, a padded bra) but to make it look more presentable.
In 2006 Sara Lee spun off its apparel company into HanesBrands Inc. [3] HanesBrands owns many other clothing brands, including: Hanes (its largest brand), Champion (its second largest brand), Playtex (its third largest brand), Maidenform, Just My Size, Barely There, Wonderbra, L’eggs, C9 by Champion, Duofold, Beefy-T, Outer Banks, Sol y Oro ...
By 1970, the girdle was generally supplanted by the wearing of pantyhose (called tights in British English). Pantyhose replaced girdles for most women who had used the girdle as a means of holding up stockings; however, many girdle wearers continued to use a brief style panty-girdle under or on top of tights/pantyhose for some figure control.
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Lingerie and shapewear manufacturers like Warner Brothers, Gossard, Formfit and Bali took the opportunity to market plunge bras with a lower gore that was suitable for low-cut styles. [ 162 ] The aesthetic of male cleavage continued into the 1950s and 1960s with movie stars like Marlon Brando , who also displayed his chest in The Adventures of ...