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Maidenform Recruits Mad Men Costume Designer to Promote Its Bras

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    NEWSLETTERS

    Mad Men costume designer Janie Bryant will expand her extracurriculars with a viral marketing campaign on behalf of Maidenform undergarments.

    Bryant told WWD she first linked up with the folks over at Maidenform when she approached them to use some of their 1960s-era "I Dreamed..." advertisements in her upcoming book. Now, the brand has tapped the master stylist to promote their Ultimate Push-Up Bra, Flexees Firm Control Slip and Fat Free Dressing on Facebook, Twitter, YouTube and maidenform.com.

    The authentically sculpted and realistic curves of the ladies of Mad Men, particularly the hourglass bombshell Joan Harris (née Holloway), have helped readjust focus—theoretically, at least—on womanly figures in contemporary fashion. It's with the help of actual vintage girdles and "bullet" bras that Bryant recreates the retro foundation silhouette, and whose updated and, thankfully, more comfortable fit she will help promote.

    While exact details on the campaign have yet to be revealed, this is the first time a costume designer has been tapped to participate in such big-name, viral marketing campaign—clearly, further evidence of the growing trend of celebrity stylists becoming celebrities themselves.