What Dreams Are Made Of... Maidenform(R) Introduces the Dream(R) Bra.

NEW YORK -- A date with a Brad Pitt look-alike... a mouth-watering slice of calorie-free chocolate cake... a mother-in-law who compliments both your outfit and your cooking in the same day... Do dreams really come true? Now they do for every woman who has dared to dream of a supremely comfortable bra! Maidenform(R) introduces the Dream(R) Bra - the first bra personalized to fit, feel and wear like a dream.

The Maidenform Dream Bra is the culmination of a two year quest to design the ultimate bra in which every woman feels comfortable, confident and looks her best. And because Maidenform knows dreams come in all shapes and sizes, the Dream Bra was custom fit on real women - from size 32A to 40DD - to ensure that each size provides the most comfortable, personalized, figure-flattering fit.

The Dream Bra is unique in that as the sizes go up, the construction of the bra adjusts to deliver the right coverage and support specific to the size of the wearer, while maintaining the same silhouette. A 34B and a 38D have the same sleek styling, but feature special details that enable each wearer to experience the utmost in comfort. For instance, larger sizes have wider straps to provide better support. The width of the hook and eye is also proportional to the band size for added comfort.

"The key to looking fabulous this Fall is to start with the right bra," said Jacqui Stafford, Style Director for Shape Magazine. "Every woman wants a beautiful, comfortable bra with smooth lines to wear every day under a sweater or blouse. But so many women are uncomfortable in their bras it detracts from their confidence. The Maidenform Dream Bra makes the dream of looking great and feeling great a reality."

Why It's a Dream

The Maidenform Dream Bra features all the attributes a woman wants in a bra. A recent study revealed that women dream of superior comfort and shaping. At least one third of all women are uncomfortable in their bras and are looking for something more comfortable. Women are looking for good support and lift (87 percent), a bra that makes them feel secure (82 percent), and a bra with ample fabric so they feel covered even when wearing thin tops (73 percent). Durability is also highly important to women (95 percent). Once they find one that measures up, they want it to last through many washings.

Maidenform's design team took a holistic approach to re-thinking every component of a bra. They examined every aspect, paying particular attention to the elements that touch the skin directly, to make it more comfortable and flattering to women of all sizes and shapes. The Dream Bra possesses six key features in design, construction and fit that make it the ultimate in bra perfection:

--The Dream Bra's personalized fit makes it truly unique. Unlike most bras, it is designed size by size from 32A to 40DD

--With a sweetheart neckline that graduates to convertible comfort straps which can be worn as conventional underwire or criss-cross style, the Dream Bra provides style and versatility

--The Dream Bra features a patented flip-resistant wire channel

--Signature two-way stretch foam, stretch-to-fit comfort cups offer superior shaping

--Soft two-ply sides create a smooth look under clothes, and because no elastic is exposed to the skin, the Dream Bra is ultra soft against a woman's body

--The Dream Bra answers women's needs by providing coverage where they want it, and not where they don't

"What may have previously existed only in women's dreams is now a reality," said Norah Alberto, Senior Style Director, Maidenform Brands, Inc. "The Dream Bra, like so many of the perfect things women dream about, combines all the things women want in a bra - but didn't know they could have. Really, the Dream Bra anticipates women's needs in three key areas - comfort, fit flexibility, and everyday wearability. Maidenform has revolutionized intimate wear by creating a bra that is unsurpassed in comfort and style and offers women a flawless look under clothes."

What Dreams Are Made Of

The inspiration for the Dream Bra stems from Maidenform's strong emotional connection with, and understanding of women. This newest addition to the company's rich history of bra innovations is the crowning achievement of nearly 100 years of design experience.

The Dream Bra evolved from Maidenform's "Dream" advertising campaign that strengthens the brand's emotional connection with women and portrays reality-based Dream scenarios. Maidenform has a history of knowing what women want, when they want it. In the 1970's, when women were demanding freedom, Maidenform answered the call with looser, less constructed styles. In the 1950's, when women wanted to emulate Jane Russell, Maidenform created the Chansonette, the famous bullet bra with its signature circular stitching. Back in the 1920's, Maidenform was the first to understand that women were tired of binding their breasts in the traditional flapper style of the times, and invented the first uplift bra to shape and support the natural contours of a woman's bust.

The Dream Bra will be available nationally at retail in October 2005 in sizes 32A to 40DD with a suggested retail price of $32.00. The Dream Bra is available in black, white, almond, body beige and pearl blush, plus three fashion colors - winterberry, pink nectar and dream blue. A matching Dream pant will also be available in October 2005 in sizes S to XL in pearl blush, winterberry, pink nectar and dream blue with a suggested retail price of $14.00.

ABOUT MAIDENFORM, INC.

Maidenform Brands, Inc., is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage. Maidenform designs, sources and markets an extensive range of intimate apparel products, including bras, panties and shapewear. During the company's 83-year history, Maidenform believes it has built strong equity for its brands and established a platform for growth through a combination of innovative, first-to-market designs and creative advertising campaigns focused on increasing brand awareness with generations of women. Maidenform sells its products under some of the most recognized brands in the intimate apparel industry, including Maidenform(R), Flexees(R), Lilyette(R), Self Expressions(R), Sweet Nothings(R), Bodymates(TM), Rendezvous(R) and Subtract(R). Maidenform products are currently distributed in 48 foreign countries and territories.