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The evolution of the bra
Posted by Claire Boote, on September 23, 2019.
Estimated reading time: 1 minute(s)
Just as fashions change and evolve over time, so does the ‘ideal’ female form. From pointy and conical to flat, round or more natural-looking, these beauty ideals have had a huge impact on the way bras have looked over the years.
Thanks to modern manufacturing, and fabrics becoming more widely available, contemporary bras are not only more comfortable, but are also a fashion statement. Women’s attitudes towards them have transformed!
Designs today are clever. Different cup shapes give various effects on the cleavage, and there are styles that can be worn with open-back dresses, off-the-shoulder tops, plunging necklines … what’s not to love? But it wasn’t always like this. Here’s a rundown of the evolution of the modern-day bra.
1900s
The first ever ‘brassiere’ was created in 1907 and featured in Vogue. In 1910 the first modern bra was created using silk handkerchiefs and ribbons, separating the bra and corset for the first time.
1920s
In the roaring 1920s, corsets were ditched, and bras began offering support on their own. These tight-fitting bandeaus flattened the breast to create a more boyish shape, popular with the flapper style.
1930s
S.H. Camp and Company pioneered a measurement chart for cup sizes ranging from A to D, and added adjustable bands to their bras. Large-scale bra production began and, over the decade, it became a major industry, with innovations ranging from padded designs to adjustable straps.
1940s
With so many women working in factories during World War II, the bullet-torpedo style became popular due to claims that it offered protection for the bust!
1950s
Hollywood actresses like Marilyn Monroe helped make size-enhancing, conical (or sweater girl) bras popular. The baby boom led to the creation of maternity and nursing bras, and training bras for pre-teens were launched.
1960s
The first push-up Wonderbra was created in Canada, lifting the breasts and pushing them together for noticeable ‘oomph’.
1970s
The first sports bras were invented in response to the growing popularity of jogging and other forms of exercise.
1980s
Power dressers in low-cut blouses graced the screens, showing off enhanced chests and attractive bras. At the same time, silicone implants were becoming popular, and demand for bigger, more supportive bras was increasing.
1990s
Thirty years after it was created, the Wonderbra had its moment, skyrocketing to popularity around the world. In around 1994, advertising became fashion-focused rather than function-focused. In the name of fashion, women were sacrificing fit and function.
2000s
Moulded, seamless bra cups were created and shot to popularity. Printed fabrics also became fashionable.
2010s
Women’s busts sizes are increasing. Sales of ‘sexy’ underwear and push-up bras are in decline, and today’s customers are seeking bras that are comfortable, and make them feel empowered. This means that more women than ever are going for good-looking, wire-free bras, which adapt to all breast sizes and shapes. This is great news for Royce Lingerie, the world’s only dedicated wirefree bra specialist.
Read about Royce Lingerie’s history here . With 190 sizes, five collections (comfort, post-surgery, maternity, teen and sport) and 27 years of experience, we really are the experts in wirefree bra engineering.
Long live wirefree comfort!
*British Government Survey in 1941.
