Maidenform, the longtime maker of staid full-coverage lingerie, is taking the underwear market by storm: Again.

The 90-year-old New Jersey-based intimate apparel company that practically owned the lingerie marketplace in the 1950s and 1960s, caused the competition to turn red when it announced its net income rose 88 percent in the second quarter, its net sales up 30% from 2009.

Victoria’s Secret and Warnaco, which owns the licenses of Calvin Klein, would love to have those sexy numbers.

Maidenform’s extremely popular One Fabulous Fit bra doesn’t promise Heidi Montag-esque cleavage, but it promises to look great under a T-shirt.

The company credits its strong results to high quality, affordable prices and creating designs that are built to last. "They’ve really done a good job placing themselves in the right markets, including boutiques and department stores," said Lingerie Journal publisher Luis Paredes. "They also really emphasize the quality of the product."

With no "Wonderbra" or supermodel-filled catalog, the company has managed to stay on top of the trends without appearing trendy. In this rough economy, now that women are spending again, it may be the quality that is attracting women to the brand their moms – or grandmas - wore.

Today’s silhouette is so varied that no woman has to conform to one particular shape to feel that she is in style, says Paredes.

What may have once been considered old-fashioned about the company’s reputation is now fashionably retro.

The company was stared in 1922 by a seamstress, her shop boss and the boss’ husband. In 1925, the company gained the patent for the first "modern seamed uplift bra."

In 1949, the company struck gold with their "dream" ads featuring a woman in her bra in odd locations, and became synonymous with the brand. In 1969, the company began to depict women as professionals in the work place with the slogan, "The Maidenform woman. You never know where she’ll turn up."

In the AMC series "Mad Men" the brand’s famous fantasy inspired campaign is referenced in the second season in an episode titled: Maidenform.

BERLIN—Beautiful, bizarre and classic looks were on display at Berlin fashion week Friday, as German designers continued to show their styles at the biannual event.

The day started with fun, flirty and feminine creations from Schumacher, the Mannheim-based label by Dorothee Schumacher. Ms. Schumacher's designs ranged from fitted to soft and flowing, and used lots sequins and ribbons. Delicate pinks were thrown in with silver. Some short dresses were given long, sheer trains, adding a feminine elegance.

Sheer shirts were paired with edgy, short, three-quarters-length sleeved leather jackets. A short, pink silk dress featured a couple of inches of grey tulle peeking out at the bottom. Ms. Schumacher also imprinted leather and other materials with small holes, creating a see-through pattern for shirts and skirts.

"I love Schumacher," said German actress Alexandra Neldel, best known for playing the lead role in "Verliebt in Berlin," Germany's version of the U.S. television show "Ugly Betty." "It fits me so well, this mix of leather, sequins, chiffon."

Supermodel Milla Jovovich, who was photographed for the Berlin fashion week campaign image, also attended the show.

Patrick Mohr touched on the bizarre. The designer dressed his models, both male and female, as androgynous bald men with fine beards to showcase his collection, which ranged from thermal, red hooded knits to jeans. Loose, shear, ragged linen covered some of the models, who sported layered creations. The finale: A female and male model were sent out wearing only boxer shorts patterned with a sketched head.

Germany's answer to "Project Runway" took place Friday afternoon with the "Designers for Tomorrow" finale, which selected a winner among a group of eight aspiring designers. With 90 degree heat and an ill-functioning air conditioning system, hand fans were passed out -- and most of the audience used them.

The show was broadcast live over the Internet. It was a mix of the peculiar, pretty and edgy. Each candidate showed five looks to a jury of fashion designers, buyers, journalists and teachers.

"Do you prefer chocolate or chips?" asked contestant Irene Luft during her introduction. Her high-necked dresses looked like they could've come straight out of a sci-fi movie.

Contestant Magdalena Stark's models wore brightly colored outfits with big shoulders. A black skirt was covered in sparkling, multi-colored orbs, and another skirt was made out of red plastic. A soft, feminine pink and grey collection from contstant Anna Zwick felt wintry, with knits, layers and leggings.

Copenhagen pop star Aura Dione sang an acoustic version of her song "Song for Sophie" while the jury deliberated.

And the winner was... Parsival Cserer, who drew his design inspiration from Michelle Obama, who he finds "fascinating," and the United States. His collection, entitled "Good Morning Miss Obama," featured short, knit dresses with low backs and geometric flair.

Cora Isabel David won the online fans' choice vote with her more classic collection, which featured, among other pieces, a short-sleeved, green suede jacket and a shimmery purple dress with a layered rope necklace.