Bali began in 1927 with Sara Stein as Fay-Miss. In 1935 the company changed its name to Bali Brassiere Company. Bali merged with Hanes Corporation in 1969.[1] Hanes was then sold to Chicago-based Consolidated Foods Company, which became Sara Lee Corporation in 1985.[2]
In 2006 Sara Lee spun off its apparel company into HanesBrands Inc.[3] HanesBrands owns many other clothing brands, including: Hanes (its largest brand), Champion (its second largest brand), Playtex (its third largest brand), Maidenform, Just My Size, Barely There, Wonderbra, L’eggs, C9 by Champion, Duofold, Beefy-T, Outer Banks, Sol y Oro, Rinbros, Zorba and Ritmo. Bali launched the "Live Beautifully" campaign in 2007 that featured notable photographer and director Peter Lindbergh. This campaign was created by KraftWorks NYC,[4] their primary advertising agency since 2005.
