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Letter to Maidenform

March 11th, 1999

Paul Mischinski, CEO

Maidenform Worldwide Inc.
200 Madison Ave
New York, NY 10016

Dear Mr. Mischinski and Staff:

I have been a loyal customer of Maidenform for nearly twenty years. I find it extremely difficult to find comfortable bras and have been so satisfied with Maidenform bras that I often wear them until they are tattered and worn out. I even raved about Maidenform last year in a column I wrote about finding good bras.

I was recently in New York City and saw your new advertisements everywhere I turned. They appeared to be on telephone booths on virtually every corner, as well as on buses. The ads depict a pretty, young woman in a white bra. She stands tall and proud with the words: “Inner beauty only goes so far.” And at the bottom: “Perfecting the real you.”

I cannot express how disappointed I am in you. All this message says is that a woman is not good enough if she isn’t also nice to look at. In an increasingly superficial culture with enormous pressure on young women (and even little girls) to achieve a certain ideal of beauty (primarily a thin ideal, but also one that is almost exclusively white, young and affluent), your new campaign is downright irresponsible. You have chosen to join the ranks of such advertising cretins as Calvin Klein and Gucci who have made millions in recent years playing on women’s insecurities to peddle products. I had hoped that at the very least, those companies like yours who serve a completely female market (and have built their whole companies on it) would take a higher road. You have an opportunity to use your advertising influence and dollars to improve women’s lives, as well as selling your wares, but you succumbed to the currently popular trend of sarcastic and demeaning messages instead.

Virtually every American woman is fundamentally unhappy with the way she looks. This may seem like an incidental fact at first glance, but ultimately the way a woman feels about herself affects every aspect of her life and ultimately the health of the entire society as well. Women are still the primary caretakers in our culture, and are the very conscience of it. A woman who is unhappy with some, or all, of the way she looks (go check with every woman you know) lacks an integral self-confidence in herself, and that lack of confidence makes her much more susceptible to all kinds of negative realities. A woman lacking self-confidence doesn’t raise strong daughters or tolerant sons; she doesn’t stand up for herself or for what is right; and she doesn’t contribute her full worth. In a time of such apathy and self-indulgence, it serves no one for a woman to be standing in the shadows wondering if her boobs are big, or perky, enough.

As a society, we need every young woman to feel good about herself; to know that she is a valuable individual whether or not she wears the right bra. Your ad is so disheartening because it puts a giant X through the old adage that “beauty is only skin deep.” The adage infers that a woman is beautiful because of all the characteristics that make up who she is as a person: her brains, her talents, her gifts, her creativity, her commitment, her humor, her passion, her passion. How you look is how you look, but all the other traits make up who you are. Your ad, in no uncertain terms, says “Sometimes all those things that you are, are not enough.” And that’s fucked up.

I suspect that Maidenform probably donates to female related charities. You should note that no amount of money given to further women’s lives through charity organizations will balance the barrage of damaging messages doled out by our popular culture every single minute.

I am not just a longtime customer, but I am also the Executive Director of a Media Literacy campaign called About-Face. We address the effects of negative images and messages on female body image, and you have just made our shit list. I sincerely hope you will reconsider your new advertising campaign and make a commitment to use your influence as advertisers to enrich a woman or girl’s life rather than offering her one more reminder that she isn’t perfect. Your ad was nicely done, a clever ad, beautifully photographed but is that the point? Imagine walking around the streets of Manhattan and on every street corner and on all the buses there is a new Maidenform ad. It tells young women: “You Are Important. You Will Make A Difference.” Now that would be radical. And you might even sell a bra or two.

In the meantime, you have just lost this loyal customer, and I will be using our acclaimed website to insure that all four thousand female visitors that we receive every week are familiar with your new ad.

Very Sincerely,

Kathy Bruin
Executive Director



Maidenform’s Response:


March 29th, 1999


Dear Ms. Bruin:


Thank you for sharing your views on our new advertising campaign. We are very interested in understanding how women relate to our Brand and how we communicate it to the public.


Advertising intimate apparel, by nature of the product itself, is a delicate and often controversial issue. The product is designed to offer support and comfort, while also enhancing how women look, both to themselves and under the clothes they wear. Dimensionalizing these beliefs requires us to connect with women on both an emotional and physical level.


Maidenform’s new “Perfecting the Real You” campaign was designed to recognize women’s beauty – both inside and out. It shows an image of a strong, confident woman who feels good about herself. She obviously possesses inner beauty. Our belief is similar to yours in that women should not be forced to be someone they are not. We are not fostering the notion of an ideal beauty, although it does exist in our society. However, we recognize the fact that every woman does want to look her best, and our bras serve to enhance a woman’s beauty. We work with a woman’s body, and give it a better silhouette, or shape, without exercising or dieting. We recognize that women come in all shapes and sizes, and are offering them one way to look better ã without changing who they are. We both know that when women think they look good, they feel good as well. We are dealing with today’s issues, not creating them.


Unfortunately, despite our good intentions, our message did not communicate effectively, and was somewhat misunderstood. I apologize for this. As a result, Maidenform will be changing our advertising copy in the near future. We are a brand that understands women’s needs, aspirations, and issues, and I hope you will find our new campaign consistent with these objectives.


Again, thank you for sharing your feelings.




Manette Scheininger
Director of Marketing