Private Eye Dreams.

1954 Maidenform Private Eye

The models dreamed that they were prizefighters, ballerinas, bullfighters, movie stars, gunslingers and in 1955, no less than President. So why not a private eye?

Maidenform’s iconic “I Dreamed” ad campaign was brainstormed by agency creatives Mary Fillius, Kitty D’Alessio and Kay Daly, who pitched multiple ‘dream’ concepts to Maidenform’s founder Ira Rosenthal and his daughter Beatrice Coleman who made the final selections. The successful campaign ran non-stop from 1949 through 1969. This ‘private eye’ print ad is from 1954: “…searching for clues about this most-wanted figure. ‘Arresting to look at, last seen in America’s most famous bra, and no supporting evidence!’ Why, it’s me in my new Maidenform strapless – the thriller with a secret no one would suspect!”

My own in-progress 1950’s P.I. gets underway some five years later, and with one manuscript complete and making the rounds, and its sequel halfway done, I haven’t had to specify what brands of undies or ‘foundations’ Sharon Gardner, AKA the ‘Stiletto Gumshoe’ prefers. But she does grump a bit about the way the models seem to float like angels on chiffon clouds in all the girdle ads.

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