Maidenform, Lifting Woo-Hoos Since the 1920's

My friend Sean calls them Woo-Hoos. I find this hilarious.

um... Sorry.

I have an odd collection that, it recently occurred to me, I have yet to tap into for use here on Dame. I collect images. A visual artist all my life, I have always enjoyed photography and my career path being in design, I also find marketing fascinating. So I read oodles of magazines and I've always hated throwing them out. I DO, however, hate the idea of being a crazy hermit lady surrounded by stacks of magazines MORE than I hate throwing them out. So instead of keeping the whole magazine, I keep the best bits. The unique ads. The awe-inspiring photographs. The taglines that are too wierd to believe without hard proof.

I've been doing this for 15 years. At least.
(EDIT - I just realized it's probably been just over twenty years. WOW. The nineties went really quickly, didn't they?)

Don't worry. I'm pretty picky about what I hold onto. It's all in a little portfolio I keep in a closet. Doesn't take up much room - again - FEAR OF BEING CRAZY HERMIT LADY. So not interested in that.

I found these two gems amongst the sheaves of papers.


© 1990 Maidenform, Inc.

The smaller text reads, "Women have spent the last ten centuries conforming to their lingerie. Fortunately, lingerie has finally gotten around to conforming to women."


© 1991 Maidenform, Inc.

The smaller text on this one reads, "Chick. Doll. Tomato. Fox. While the images used to describe women are simple and obvious, women themselves rarely are. Just something we keep in mind when designing our lingerie."

They appeared in (see copyright date) 1990/91 in fashion magazines. Based on the quality of paper and my life-long addiction to it, I'd guess I found them in Vogue, but I could be wrong. I also found a reference to this ad campaign here on Maidenform's website.

I wish I knew who was responsible for this campaign. They deserve a big high five. Even if I didn't agree with the concept, which of course I do, it's just really an intelligent approach to their consumer.

I'm such a geek. I love awesome advertising.