“I Dreamed I Walked A Tightrope In My Maidenform Bra”; We Get Why Mad Men’s Janie Bryant Partnered With Maidenform

News broke today that prolific Mad Men costume designer Janie Bryant partnered with Maidenform to help with a viral marketing campaign for the 88-year-old brand. I used to look through old Seventeen and LIFE magazines form the ’50s and ’60s at antique stores, and distinctly remember the Maidenform “I Dreamed I…” ads because they were so over the top and hilarious. Buxom women dreamed they were doing everything from riding a roller coaster to barging down the Nile to covering the Paris collections in their Maidenform bras and little else. And they all looked so so happy to be wearing these super structured pointy-boob-making bras.

Turns out Bryant had a thing for Maidenform’s “I Dreamed I…” ads as well. According to WWD, the partnership came about because Bryant had reached out to Maidenform about using ads from the famed campaign for her forthcoming book, The Fashion File, out this fall.



Thanks to the magic of the internet, many of these vintage Maidenform ads are online. We pulled a bunch of our favorites. Where would you dream of wearing a Maidenform bra?