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“Mad Men” costume designer Janie Bryant, whose growing reach includes a clothing line for QVC, a deal with nail polish brand Nailtini and a book, has signed to promote Maidenform intimate apparel.

This story first appeared in the August 2, 2010 issue of WWD. Subscribe Today.

She will appear in a viral marketing campaign beginning this month on Facebook, Twitter, YouTube and, as well as appearing at consumer and industry events. Among the Maidenform undergarments Bryant will push are the Ultimate Push-Up Bra, Flexees Firm Control Slip and Fat Free Dressing shapewear.

Bryant said the connection with Maidenform developed because she wanted to use ads from the brand’s “I Dreamed I…” campaign for her book.

“Foundations and intimate apparel are so important to me and how I wardrobe and design for shows,” said Bryant, who dresses the women of “Mad Men” in vintage girdles and bullet bras as well as modern undergarments by Maidenform.

Lucille DeHart, chief marketing officer at Maidenform Brands Inc., described the partnership as “very organic.”

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