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Shop Maidenform's lovely line of shapewear and intimates for seductive style, plush materials, and excellent fit. Ida Rosenthal, a seamstress, her husband, William Rosenthal, and Enid Bissett, owner of the store where she worked, founded it in 1922. They manufactured both gowns and support undergarments, particularly bras that highlighted a woman's natural shape, in defiance of the flat-chested styles of the day, hence the name Maidenform. In America, this is the top-selling brand of shapewear. Currently, Maidenform is available in about 8,000 American locations, including Sears, Macy's, and JCPenney.

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