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Founded in 1922 by seamstress Ida Rosenthal; Enid Bissett, who owned the shop that employed her; and Ida's husband, William Rosenthal, lingerie and shape wear label Maidenform has established itself all-over the world as a go-to for exceptional quality pieces that perfectly fit the female form. Turn to the Maidenform range of lingerie for carefully constructed discreet shape wear to make you look and feel your best. Think slimming and smoothing tanks, briefs, slips, briefers, leggings and more in classic neutral colors with pretty lace trims.