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Maidenform Collection

Creator:
Maidenform, Inc.  Search this
Photographer:
Avedon, Richard  Search this
Names:
Coleman, Beatrice  Search this
Coleman, Joseph  Search this
Inventor:
Rosenthal, Ida  Search this
Rosenthal, William  Search this
Extent:
35 Cubic feet (87 boxes, 1 oversize folder)
Type:
Collection descriptions
Archival materials
Advertisements
Newsletters
Tear sheets
Photographs
Videotapes
Clippings
Business records
Date:
1922-1997
Scope and Contents:
Patent and trademark documents, advertisements, sales and marketing material, market research, photographs, packaging, company newsletters and magazines, and business records documenting the history of the Maidenform Company from 1922 to1997.
Arrangement:
Collection organized into eleven series.

Series 1, Company History, 1922-1990

Series 2, News Articles, 1941-1997

Series 3, Patents, Trademarks, and Registrations, 1871-1979

Series 4, Publications, 1931-1997

Series 5, Sales and Marketing Materials, 1929-1997

Series 6, Advertising, 1929-1997

Series 7, Photographs, 1927-1993

Series 8, Patterns, circa 1950s

Series 9, World War II Activities, 1941-1946

Series 10, Labor Relations, 1937-1990

Series 11, Miscellaneous Unprocessed Materials
Biographical / Historical:
The history of Maidenform, Incorporated began at Enid Frocks, a small dress shop in New York City owned and operated by Enid Bissett. Ida Rosenthal was a Russian Jewish immigrant and seamstress at Enid's shop. In 1922, Ida and Enid decided that the fit and appearance of their custom-made dresses would be enhanced if improvements were made to the bandeaux style bras then in vogue. They gathered the bandeaux in the middle in a design modification that provided more support in a manner they believed enhanced, rather than downplayed, a woman's natural figure. Ida's husband, William, added straps and further refined the style. The called their bras "Maidenform", in counterpoint to the "Boyish Form" brand then in vogue. Initially, the bras were given away with each dress they sold. As the bras gained popularity they began selling them, and eventually the bras became so popular they stopped making dresses altogether and shifted to full-scale brassiere manufacturing. The first Maidenform plant opened in Bayonne, N.J. in 1925. After World War II, the company began marketing heavily in Europe and Latin America. Eventually, Maidenform operated plants in West Virginia, Florida, Puerto Rico and the Dominican Republic.

Documentation for the development and manufacture of a "pigeon vest" is also included in the collection. The pigeon vest allowed troopers to carry homing pigeons with them as they parachuted behind enemy lines. During World War II, Maidenform manufactured these pigeon vests and silk parachutes for the war effort.

Maidenform advertising campaigns were enormously successful, and generated controversy as well as praise. The now famous "I Dreamed" campaign was launched in 1949; this campaign ran for 20 years, making it one of the longest running campaigns in the history of advertising. The advertisements featured models in everyday or fantastic situations, elaborately costumed but wearing only a Maidenform bra above the waist. This campaign was followed by the "Maidenform Woman" campaign which was credited with boosting sales by 200 percent in some stores. The "Dares to Dream" campaign played off the "I Dreamed" tagline in 1984, and in 1987, the "Celebrity" campaign began. The "Celebrity" ads were notable for the absence of women in lingerie; instead, well-known male actors discussed their feelings about women and lingerie in print and commercial advertisements. The tone of the advertising shifted in 1992 with a series of ads called "The Women's Advocacy" campaign.

Maidenform was family owned and operated until 1997. After the death of William Rosenthal in 1958, his wife, Ida, became the president of their company. In 1963, she suffered an incapacitating stroke. At this time, son-in-law Dr. Joseph Coleman became head of the company. Upon his death in 1968, his wife (the only surviving child of Ida and William) Beatrice Rosenthal Coleman, gained complete control over the business until her death in 1990.

The Ida and William Rosenthal Foundation, a philanthropic and charitable institution founded in 1953, is run by granddaughter Catherine Brawer.
Related Materials:
The Division of Home and Community Life holds Maidenform artifacts including brassieres, girdles, and "long-lines," and two of the costumes used in the "I Dreamed" campaign.
Provenance:
The collection was donated by Maidenform, Incorporated in May 1997.
Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Advertising campaigns  Search this
Sex in advertising  Search this
advertising -- 20th century  Search this
Women in advertising  Search this
Brassieres -- 20th century  Search this
Parachutes -- 1940-1950  Search this
Symbolism in advertising  Search this
Homing pigeons -- 1940-1950  Search this
World War, 1939-1945  Search this
Genre/Form:
Advertisements
Newsletters -- 20th century
Tear sheets
Photographs -- 20th century
Videotapes
Clippings
Business records -- 20th century
Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
Identifier:
NMAH.AC.0585
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0585
Additional Online Media:

Childs, J. Rives

Collection Creator:
Smith, Myron Bement, 1897-1970  Search this
Collection Source:
Blake, Marion Elizabeth  Search this
Container:
Box 24, Folder 11
Type:
Archival materials
Date:
1934-1935
Collection Restrictions:
Access is by appointment only, Monday through Thursday 10:00 a.m. to 5:00 p.m. Please contact the Archives to make an appointment: AVRreference@si.edu.
Collection Rights:
Permission to publish, quote, or reproduce must be secured from the repository.
Collection Citation:
The Myron Bement Smith Collection. Freer Gallery of Art and Arthur M. Sackler Gallery Archives. Smithsonian Institution, Washington, D.C.
See more items in:
Myron Bement Smith Collection
Myron Bement Smith Collection / Series 1: Papers / 1.4: Correspondence
Archival Repository:
Freer Gallery of Art and Arthur M. Sackler Gallery Archives
EDAN-URL:
ead_component:sova-fsa-a-04-ref6504

Child Ticking: A Memoir by Aleksandra Kasuba

Collection Creator:
Kasuba, Aleksandra, 1923-2019  Search this
Container:
Box 15, Folder 25
Type:
Archival materials
Date:
2001
Collection Restrictions:
Subseries 4.2 (Journals) is access restricted; written permission is required.

This collection is open for research. Access to original papers requires an appointment and is limited to the Archives' Washington, D.C. Research Center. Researchers interested in accessing born-digital records or audiovisual recordings in this collection must use access copies. Contact References Services for more information.
Collection Rights:
The Aleksandra Kasuba papers are owned by the Archives of American Art, Smithsonian Institution. Literary rights as possessed by the donor have been dedicated to public use for research, study, and scholarship. The collection is subject to all copyright laws.
Collection Citation:
Aleksandra Kasuba papers, circa 1900-2019. Archives of American Art, Smithsonian Institution.
See more items in:
Aleksandra Kasuba papers
Aleksandra Kasuba papers / Series 6: Printed Material
Archival Repository:
Archives of American Art
EDAN-URL:
ead_component:sova-aaa-kasualek-ref823

Child Ticking: A Memoir, Digital

Collection Creator:
Kasuba, Aleksandra, 1923-2019  Search this
Extent:
0.024 Gigabytes (5 computer files)
Container:
Folder ER010
Type:
Archival materials
Gigabytes
Date:
2000-2008
Series Restrictions:
Subseries 4.2 (Journals) is access restricted; written permission is required.
Collection Rights:
The Aleksandra Kasuba papers are owned by the Archives of American Art, Smithsonian Institution. Literary rights as possessed by the donor have been dedicated to public use for research, study, and scholarship. The collection is subject to all copyright laws.
Collection Citation:
Aleksandra Kasuba papers, circa 1900-2019. Archives of American Art, Smithsonian Institution.
See more items in:
Aleksandra Kasuba papers
Aleksandra Kasuba papers / Series 4: Writings / 4.1: Lectures, Manuscripts, and Writings on Aleksandra Kasuba
Archival Repository:
Archives of American Art
EDAN-URL:
ead_component:sova-aaa-kasualek-ref859

Mary Swift papers

Creator:
Swift, Mary  Search this
Names:
Mehring, Howard, 1931-1978  Search this
Extent:
8.2 Linear feet
Type:
Collection descriptions
Archival materials
Sound recordings
Video recordings
Interviews
Date:
1973-2004
Summary:
The papers of photographer and curator Mary Swift measure 8.2 linear feet and date from 1973-2004. The bulk of the collection contains photographs that Swift took while working for the Washington Review. The images consist of photographs, contact sheets, and negatives of artists and art events in Washington, D.C. Also included are some personal papers; two video recordings of art events in Washington, D.C.; research material and a manuscript from Swift's M.A. thesis "Howard William Mehring, 1931-1978: Washington Color Painter" from George Washington University; and approximately 130 sound recordings of interviews conducted by Swift and panel discussions.
Scope and Contents:
The papers of photographer and curator Mary Swift measure 8.2 linear feet and date from 1973-2004. The bulk of the collection contains photographs that Swift took while working for the Washington Review. The images consist of photographs, contact sheets, and negatives of artists and art events in Washington, D.C. Also included are some personal papers; two video recordings of art events in Washington, D.C.; research material and a manuscript from Swift's M.A. thesis "Howard William Mehring, 1931-1978: Washington Color Painter" from George Washington University; and approximately 130 sound recordings of interviews conducted by Swift and panel discussions.
Arrangement:
This collection is arranged as four series.

Series 1: Personal Papers, 1973-1984 (Box 1, 2 Folders)

Series 2: "Howard William Mehring 1931-1978: Washington Color Painter", circa 1977-1978 (Box 1, 12 Folders)

Series 3: Photographs, circa 1977-2004 (Box 1-6, OV 7, 5.5 linear feet)

Series 4: Sound and Video Recordings, 1977-1995 (Boxes 6, 8-14, 2.3 linear feet)
Biographical / Historical:
Mary Swift (1929-) is a photographer and curator in Washington, D.C. She received her B.A. from Vassar College in 1950 with a major in English History. Swift then moved to London for her husband's work, and did not return to the United States until the 1960s. She received her M.A. from Catholic University's Speech and Drama Department in 1968, and an M.A. in Art History from George Washington University in 1978.

In October 1977, Swift became a production assistant for the Washington Review, a bi-monthly broadsheet on DC cultural life, while finishing her master's thesis at George Washington University. She was promoted to associate editor in 1978, and became managing editor of the arts section in 1980.

While at the Washington Review, Swift also worked as a curator and curatorial assistant on exhibitions in Washington, D.C. She worked as a curatorial assistant for Howard Mehring: A Retrospective Exhibition (1977-1978) at the Corcoran Gallery of Art; as a co-curator with Walter Hopps for the exhibition, Eminent Washington Artists: Benjamin Abramowitz, Sarah Baker, Leon Berkowitz, Robert Gates, Sy Gresser, Lois Milou Jones, Jacob Kainen, Alfred McAdams, James McLaughlin, Howard Mehring, Marjorie Phillips, John Robinson, Alma Thomas (1980), at the Art Barn Gallery; and curated, Drawings: 13 Washington Sculptors; Christenberry, Dickson, Fleps, Haley, Knights, Krebs, Lombardo, Mahoney, Puryear, Rudd, Schwebler, Staton, Truitt (1980), at the Diane Brown Gallery.

The professional appointments Swift held include exhibitions coordinator for the International Sculpture Conference in 1980 as well as board of director memberships at the Washington Gallery of Art, Charles Weidman Dance Company, the Washington Review, and the Washington Project for the Arts. Additionally, Swift was involved with her alma mater, Vassar College, in the capacity of Vice present for Programs of the Vassar Club of Washington, and Chairman of the Washington Friends of the Vassar Art Gallery.

Mary Swift's contributions to the Washington Review include photographs, reviews of art exhibitions, and interviews with artists such as choreographer Lucinda Childs and painter Robert Indiana. The exhibition catalogues Swift contributed to include Breton Morse, Paintings 1960-1978 (1978), Sy Gresser—Sculpture (1978), Howard Mehring: A Retrospective Exhibition (1977-1978), and Hands of Artists (1981)

Photographs from Swift's collection were displayed in an exhibition, Mary Swift's Washington (2005), held at Flashpoint Gallery.
Provenance:
This collection was donated in two installments in 2016 and 2018 by Mary Swift via her children, Isabel Swift Byron and William Swift.
Restrictions:
The collection is open for research. Archival audiovisual recordings must be digitized for research access. Researchers may access digitized audiovisual materials in the Archives' Washington, D.C. or New York, N.Y. Research Centers by appointment. Contact Reference Services for more information.
Rights:
The Archives of American Art makes its archival collections available for non-commercial educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Occupation:
Curators -- Washington (D.C.)  Search this
Photographers -- Washington (D.C.)  Search this
Genre/Form:
Sound recordings
Video recordings
Interviews
Citation:
Mary Swift Papers, 1974-2004. Archives of American Art, Smithsonian Institution.
Identifier:
AAA.swiftmar
See more items in:
Mary Swift papers
Archival Repository:
Archives of American Art
EDAN-URL:
ead_collection:sova-aaa-swiftmar

Childs, Lucinda

Collection Creator:
Swift, Mary  Search this
Container:
Box 2, Folder 22
Type:
Archival materials
Date:
1981
Collection Restrictions:
The collection is open for research. Archival audiovisual recordings must be digitized for research access. Researchers may access digitized audiovisual materials in the Archives' Washington, D.C. or New York, N.Y. Research Centers by appointment. Contact Reference Services for more information.
Collection Rights:
The Archives of American Art makes its archival collections available for non-commercial educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Collection Citation:
Mary Swift Papers, 1974-2004. Archives of American Art, Smithsonian Institution.
See more items in:
Mary Swift papers
Mary Swift papers / Series 3: Photographs
Archival Repository:
Archives of American Art
EDAN-URL:
ead_component:sova-aaa-swiftmar-ref177

Lucinda Childs

Collection Creator:
Swift, Mary  Search this
Extent:
1 Sound cassette
Container:
Box 11, Item 5
Type:
Archival materials
Audio
Sound cassettes
Date:
1981 October 28
Collection Restrictions:
The collection is open for research. Archival audiovisual recordings must be digitized for research access. Researchers may access digitized audiovisual materials in the Archives' Washington, D.C. or New York, N.Y. Research Centers by appointment. Contact Reference Services for more information.
Collection Rights:
The Archives of American Art makes its archival collections available for non-commercial educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Collection Citation:
Mary Swift Papers, 1974-2004. Archives of American Art, Smithsonian Institution.
See more items in:
Mary Swift papers
Mary Swift papers / Series 4: Sound and Video Recordings
Archival Repository:
Archives of American Art
EDAN-URL:
ead_component:sova-aaa-swiftmar-ref70

Listen & Learn Iñupiaq (4 of 6): Piñiġauraak, Piñiġaurak, Ivġusiuraak (Child's waterproof boots)

Creator:
Smithsonian Arctic Studies Center Alaska  Search this
Type:
Youtube videos
Uploaded:
2018-10-20T00:17:47.000Z
Topic:
Arctic Studies;Alaska;Alaska Natives;Native Art;Indigenous Art  Search this
Youtube Category:
Education  Search this
See more by:
Smithsonian Arctic Studies Center Alaska channel
YouTube Channel:
Smithsonian Arctic Studies Center Alaska channel
Data Source:
Smithsonian Arctic Studies Center Alaska
EDAN-URL:
edanmdm:yt_7ud0NmMhtNg

From child scientist to playful inventor

Creator:
Lemelson Center, National Museum of American History  Search this
Type:
Youtube videos
Uploaded:
2015-03-16T21:49:06.000Z
Topic:
American History  Search this
Youtube Category:
Education  Search this
See more by:
LemelsonCenter
YouTube Channel:
LemelsonCenter
Data Source:
Lemelson Center, National Museum of American History
EDAN-URL:
edanmdm:yt_naq3r8OBX3U

#APeoplesJourney - A Nation's Story

Creator:
National Museum of African American History and Culture  Search this
Type:
Youtube videos
Uploaded:
2017-09-28T13:00:21.000Z
Topic:
African Americans  Search this
Youtube Category:
Education  Search this
See more by:
WatchNMAAHC
YouTube Channel:
WatchNMAAHC
Data Source:
National Museum of African American History and Culture
EDAN-URL:
edanmdm:yt_wUuSYpW4ZIo

Footage of giant panda birth at the Smithsonian's National Zoo

Creator:
National Zoo  Search this
Type:
Youtube videos
Uploaded:
2012-09-17T15:41:09.000Z
Topic:
Zoology;Animals;Veterinary medicine;Animal health  Search this
Youtube Category:
Pets & Animals  Search this
See more by:
SmithsonianNZP
YouTube Channel:
SmithsonianNZP
Data Source:
National Zoo
EDAN-URL:
edanmdm:yt_Erlts7n64W0

Vantage Point -- Rick Bartow, Deer Dancer for Hyacinth (2001) and From the Mad River... (2004--05)

Creator:
National Museum of the American Indian  Search this
Type:
Youtube videos
Uploaded:
2011-08-05T15:18:30.000Z
Topic:
Native Americans;American Indians  Search this
Youtube Category:
Education  Search this
See more by:
SmithsonianNMAI
YouTube Channel:
SmithsonianNMAI
Data Source:
National Museum of the American Indian
EDAN-URL:
edanmdm:yt_NLD4_igBH4g

Strong Women/Strong Nations 2: Brenda Child

Creator:
National Museum of the American Indian  Search this
Type:
Youtube videos
Uploaded:
2016-04-19T15:07:09.000Z
Topic:
Native Americans;American Indians  Search this
Youtube Category:
Education  Search this
See more by:
SmithsonianNMAI
YouTube Channel:
SmithsonianNMAI
Data Source:
National Museum of the American Indian
EDAN-URL:
edanmdm:yt_QXwTj2nT-lo

Meet Smithsonian Lichenologist Manuela Dal Forno

Creator:
National Museum of Natural History  Search this
Type:
Youtube videos
Uploaded:
2019-10-31T19:23:36.000Z
Topic:
Natural History  Search this
Youtube Category:
Education  Search this
See more by:
smithsonianNMNH
YouTube Channel:
smithsonianNMNH
Data Source:
National Museum of Natural History
EDAN-URL:
edanmdm:yt_UBoUk7Q4ppo

Dogs Can Sniff Out Malaria

Creator:
Smithsonian Magazine  Search this
Type:
Youtube videos
Uploaded:
2018-10-29T13:46:06.000Z
Youtube Category:
Science & Technology  Search this
See more by:
SmithsonianMagazine
YouTube Channel:
SmithsonianMagazine
Data Source:
Smithsonian Magazine
EDAN-URL:
edanmdm:yt_Z5eGwFyp_7Q

Clouded Leopard Cubs Born

Creator:
National Zoo  Search this
Type:
Youtube videos
Uploaded:
2010-05-07T18:23:18.000Z
Topic:
Zoology;Animals;Veterinary medicine;Animal health  Search this
Youtube Category:
Pets & Animals  Search this
See more by:
SmithsonianNZP
YouTube Channel:
SmithsonianNZP
Data Source:
National Zoo
EDAN-URL:
edanmdm:yt_rcdGbUSChXs

Cooking with Julia Child

Creator:
Smithsonian Magazine  Search this
Type:
Youtube videos
Uploaded:
2010-02-23T20:14:55.000Z
Youtube Category:
Education  Search this
See more by:
SmithsonianMagazine
YouTube Channel:
SmithsonianMagazine
Data Source:
Smithsonian Magazine
EDAN-URL:
edanmdm:yt_rwiv30rV4LU

Caring for Julia Child's Kitchen

Creator:
National Museum of American History  Search this
Type:
Youtube videos
Uploaded:
2012-07-17T17:55:11.000Z
Topic:
American History  Search this
Youtube Category:
Education  Search this
See more by:
SmithsonianAmHistory
YouTube Channel:
SmithsonianAmHistory
Data Source:
National Museum of American History
EDAN-URL:
edanmdm:yt_4MSzg-txl58

Julia Child's 100th Birthday Celebration

Creator:
National Museum of American History  Search this
Type:
Youtube videos
Uploaded:
2012-09-07T17:06:27.000Z
Topic:
American History  Search this
Youtube Category:
Education  Search this
See more by:
SmithsonianAmHistory
YouTube Channel:
SmithsonianAmHistory
Data Source:
National Museum of American History
EDAN-URL:
edanmdm:yt_I1zO5o0Dxw8

IDENTIFY: Wanda Raimundi-Ortiz - National Portrait Gallery

Creator:
National Portrait Gallery  Search this
Type:
Youtube videos
Uploaded:
2017-05-18T13:50:58.000Z
Topic:
Portraits  Search this
Youtube Category:
Education  Search this
See more by:
NatlPortraitGallery
YouTube Channel:
NatlPortraitGallery
Data Source:
National Portrait Gallery
EDAN-URL:
edanmdm:yt_YNUFyXuVEB4

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