Ida Cohen Rosenthal

Ida Cohen Rosenthal, a Jewish immigrant in fashion, played a transformative role in shaping the modern bra industry. Born in 1886 in Rakov, Russia, she and her husband, William Rosenthal, immigrated to the United States in 1905. Together, they later invented the modern bra and founded Maidenform, which became a global leader in lingerie.

Ida Cohen Rosenthal

With limited resources, she managed to purchase a Singer sewing machine on a payment plan and began working as a seamstress. During World War I, as her sewing business began to grow, Rosenthal partnered with Enid Bisset in 1921. Together, they opened a custom dress shop called Enid Frocks in Manhattan. They designed new types of undergarments for women. At the time, women’s fashion favored a flat-chested silhouette; however, Rosenthal believed these garments were both uncomfortable and not feminine. In response, they developed a new type of undergarment that provided better support and accentuated a woman’s natural body shape. What began as a complimentary item with their dresses soon took on a bigger role as customers began requesting the item separately. Their company, initially called Enid Manufacturing Company, changed its name to Maidenform Brassiere Company in 1930 to better reflect its signature product. By the end of the 1930s, Maidenform bras were being sold in department stores across the U.S. and abroad.

1930S-40S MAIDEN FORM BULLET BRA

Ida managed the business, while William focused on developing new designs, like adjustable straps and maternity bras. One of Idas’ most memorable contributions was launching a marketing campaign in 1949. The “I dreamed I… in my Maidenform bra” ads, which ran for 20 years, featured women confidently wearing bras in unexpected settings, helping to shift public perception of lingerie advertising.

Idas' ad campaign

Ida and William Rosenthal were deeply committed to supporting Jewish organizations, including the United Jewish Appeal and the Anti-Defamation League of B’nai B’rith. In 1942, they donated Solomon Rosenthal’s extensive Hebrew book collection to New York University, creating the William and Ida Rosenthal Collection. A decade later, a foundation was created in Ida's name to fund a librarian to oversee the archive. In 1943, they also founded Camp Lewis for the Boy Scouts in tribute to their son, who had passed away in 1930.

After William died in 1958, Ida assumed full leadership as president and later chair of the board. She remained actively involved until a stroke in 1966, after which she stayed on as honorary chair until she died in 1973. Today, her legacy is carried on by her daughter and granddaughter, who have continued to lead Maidenform. Through her vision and innovation, Ida Rosenthal not only changed how women dressed but also contributed to their sense of confidence and self-expression.