Maienform is a brand of women's underwear, founded in 1922 by seamstress Ida Rosenthal, her husband William Rosenthal, and Enid Bissett who owned the shop that employed her. They rebelled against the flat-chested designs of the time and instead produced both dresses and support undergarments, particularly bras that accentuated the natural shape of a woman's figure, hence the name Maidenform.