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Lingerie ads: From modest beginnings to immodest modern times

March 8, 2015 by  
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  • 1902Advertisement for H H Pneumatic Bust Forms bra by Henderson Henderson in Buffalo, New York Photo: Jay Paull, Getty Images / Archive Photos

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1902
Advertisement for H H Pneumatic Bust Forms bra by Henderson Henderson in Buffalo, New York


Photo: Jay Paull, Getty Images


1902
Advertisement for H H Pneumatic Bust Forms bra by Henderson Henderson in Buffalo, New York


Photo: Jay Paull, Getty Images


1920
Lingerie, bra and girdle “le Gant”


Photo: Roger Viollet Collection, Getty Images


1935
A print from The Bystander shows a Kestos lingerie advertisement


Photo: Print Collector, Getty Images


1945
Advertising for girdles and bras Prima


Photo: Apic, Getty Images


1948
A Ford Modeling Agency model striking a brassiere advertisement pose banned by their agency as too undignified.


Photo: Nina Leen, Getty Images


1953
Advertising for lingerie nylon indemaillable EMO


Photo: Rue Des Archives, Getty Images


1953
French advertisement for Rosy girdle and bra


Photo: Rue Des Archives, Getty Images


1953
French advertisement for EMO nylon lingerie


Photo: Rue Des Archives, Getty Images


1955
Advertisement for Lisette stockings, fashion shades in Wolsey nylons


Photo: Culture Club, Getty Images


1958
Advertisement for Lou Mai bras


Photo: Apic, Getty Images


1958
French advertisement for Star bra


Photo: Rue Des Archives, Getty Images


1963
Advertisement for Truline lingerie


Photo: Heritage Images, Getty Images


1965
French advertisement for the lingerie and savings


Photo: Apic, Getty Images


1965
French advertisement for the lingerie and savings


Photo: Apic, Getty Images


The bra has come a long way since it was first invented more than a century ago. Click through to see photos of the evolution of the modern bra.


Photo: Heidi Klum Intimates


Victoria’s Secret unveiled their $2 million “Dream Angels Fantasy Bra” for 2015 (pictured) on Good Morning America — which just happens to be the 100th birthday of the modern brassiere.



It wasn’t Victoria’s Secret’s first “fantasy” bra. In 2000, Gisele Bundchen modeled the jeweled Fantasy bra, which was encrusted with Thai rubies, diamonds and semiprecious stones.


Photo: AP


The $10 million Heavenly 70 fantasy bra by Victoria’s Secret was adorned with 2,900 pave-set diamonds, a total of 112 carats, and set in 18-karat white gold. It featured a flawless 70-carat pear-shape diamond at its center. Tyra Banks modeled the design.


Photo: AP


Sometimes, its the lack of bra that earns a spot on this list. Rumor has it that Kim Kardashian, along with several other celebrities, have gone braless amid claims that it’s better for breasts.



But ideas on beauty bras weren’t always about jewels. Sometimes they were about shape, like the ’50s-’60s cone bras.


Photo: X-ray Delta One/James Vaughan, Flickr


The look was revived by Madonna in the ’80′s, during her Blonde Ambition tour.


Photo: AP


The cone bra is even finding a resurgence in modern fashion, thanks to the hit TV show Mad Men.


Photo: AMC


What’s glamour without function? This 1938 patent drawing showing the intricate detail of the Maidenform brassiere was part of an exhibit entitled “Doodles, Drafts and Designs” at the Smithsonian Institution in Washington.


Photo: AP


Bras, like the push-up bra, shelf bra and water bra, have also been designed for those who desire a little more curve.


Photo: Mattnad, Wikimedia Commons

Bras, like the push-up bra, shelf bra and water bra, have also been…


Victoria’s Secret branded their Ipex bra as the “Lexus of bras” because of its seamless, molded shape.


Photo: Courtesy Photo


Quite a difference from how short ‘corsets’ were marketed in 1900. The inventors of this one claimed “The bra is for people who can dispense with the use of the corset. It is also used for the night, for the seaside bathing or in cases of extreme breast tenderness. “


Photo: Wikimedia


Of course the corset most people are familiar with accentuated not just the bustline, but the waist.


Photo: Wikimedia


Today’s corset is appearing more often on the outside rather than as an undergarment. Scarlett Johansson showed off a peach, floor-length, Roland Mouret corseted gown at the Golden Globes in 2009.


Photo: Getty


There are bras made of gel, plastic and other non-fabric materials, giving the wearer options for strapless or low-cut clothing.


Photo: Handout


And then there are the novelty bras. Tokyos “Warm Biz” bra used soft fuzzy material, and adopted a lining of infrared thermal fabrics to keep you warm under low heating measures.


Photo: Getty


Sometimes the novelty isn’t in the bra itself, but its former owner. This black lace and satin underwire bra from the estate of Marilyn Monroe was part of an auction by the auction house Julien’s entitled “Legends”. One of her bras sold for $7,000.


Photo: AP


Sport bras allowed active women a bit more freedom. The basic design was invented in 1977.


Photo: Nike


But even the sport bra can cause controversy. Brandi Chastain caused a stir at the Women’s World Cup in the United States in 1999 when she removed her shirt in celebration of a title-winning victory over China to reveal a sports bra.


Photo: LACY ATKINS, AP


Whether or not the bra burning stories of the ’70s women’s liberation movement were true, the image carries a powerful message.


Photo: AP


Of course, it is possible to take the whole ‘Bra burning” concept a little too far. Take note, Lady GaGa.


Photo: AP


Lingerie wasn’t always push-up bras and thongs. As time went on, women’s underwear has been reinvented to create support, accent curves and leave a lot (or a little) to the imagination.

Check out these ads from the twentieth century to see more of lingerie’s modest beginnings.

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