Symbol of freedom
The year 1889 marked a new development of underwear when Herminie Cadolle invented the forerunner of today’s modern bra, the `corselet-gorge`, roughly understood as a corset for the chest.
Drawing of the “corselet-gorge”
When women’s roles are affirmed, the restrictive corset becomes an image of imprisonment that needs to be broken.
Soon after, the Warner Brothers Corset Company of Bridgeport acquired Mary Phelps-Jacob’s patent for $1,500.
The shirt was designed by a liberal young girl
The design eventually went to Warner Brothers for $1,500.
The 20s were the era of feminism and flapper girls, masculine shapes became popular, the bra therefore had the function of making ladies as `flat` as possible with an unpadded front and
… and also a symbol of sexuality
At the same time, Ida Rosentha, an immigrant seamstress from Russia, and her husband challenged the image of masculinity by enhancing the curves of women’s breasts.
An advertising sample of the Maidenform brand
Like other aspects of fashion, Hollywood was a strong catalyst for the `seductive` image of the bra to soon spread.
Lana Turner and bullet bra
In 1944, the beautiful Jane Russell appeared with the first underwire bra on the promotional poster of the movie `The Outlaw`.
More than two decades later, the name Victoria’s Secret began to emerge and soon became the `tycoon` in the lingerie market.
Taking the name `Victoria’s Secret` was also part of Roy Raymond’s intention to change the concept of underwear at that time.
At the same time, the value of the bra was widely recognized.
A Victoria’s Secret advertisement from 1979
Jean-Paul Gaultier also designed the cone bra for Madonna’s Blond Ambition tour in 1990.
In 1994, Wonderbra advertising posters with supermodel Eva Herzigova wearing only underwear appeared on major streets.
After a long time, bras are now designed and manufactured with extremely diverse designs and shapes;
