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Ida Cohen Rosenthal

Ida Cohen Rosenthal

Ida Cohen Rosenthal not only created the modern bra, she helped found Maidenform, Inc. and make it the most successful bra manufacturer in the world.

What would Ida Cohen Rosenthal think of your bra as a symbol for breast cancer awareness?

Today I got a curious message titled "Breast Cancer Awareness" in my inbox on Facebook.  It instructed me to update my status to say the color of my bra, and asked me to spread the word to my lady friends only. It struck me as an odd way to show support for breast cancer awareness, but I decided to play along. 

Throughout the day, I saw the number of status updates reading simply "black" or "hot pink" increase throughout the day, accompanied by comments by confused and frustrated male friends asking, "What does it mean???"  I was pretty surprised to see how quickly the message spread throughout the Facebook universe.  (Behold the power of social media!)

And as this was happening, and will continue to happen, I couldn't help but wonder what Ida Cohen Rosenthal -- co-founder of Maidenform -- would think of the fact that the bra is quickly becoming a symbol of breast cancer awareness.

Birth of Ida Cohen Rosenthal, co-founder of Maidenform

January 9, 1886

Ida Cohen Rosenthal, co-founder of Maidenform, the first company to make modern bras, was born in Tsarist Russia.

Ida Cohen Rosenthal

Ida Cohen Rosenthal, in partnership with her husband, not only reinvented the modern bra, but launched the company that became the world’s largest bra manufacturer.

Advertising and Consumer Culture in the United States

In the twentieth century, Jewish women played a disproportionate role in the development of American consumer culture because of a combination of factors. For one, American industry became increasingly consumer-oriented, and consumer industries were comparatively open to small entrepreneurs. For another, Jewish immigrants and their children tended to display strong entrepreneurial tendencies.

I dreamed I blogged in my Maidenform bra

Lately I’ve had bras on the brain. Having recently weaned my twins (and here I’m referring to actual babies, not euphemistically to my breasts themselves), I’m gearing up for one of the milestone moments in a mother’s life: buying new, regular, non-nursing bras. So I’ve been thinking about what bras mean in the life of a Jewish woman.

How to cite this page

Jewish Women's Archive. "Ida Cohen Rosenthal." (Viewed on October 2, 2014) <http://jwa.org/taxonomy/term/9990>.

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