Wednesday, December 30, 2009

Vintage Brassieres - 1948

And you thought our obsession with uplift and maximum curve was a modern one?

Lovable Brassiere Co. ran a series of ads featuring the Lovable Girl of the Month. Here, their strapless bra is worn under a Margot strapless dress. The bra is boned for support, and they promise "You'll be lovely too, in a Lovable bra."

Exquisite Form patented the V shaped wire that separated the cups on their bras to be worn with low cut garments. They call it "Hi-Low Witchery".

Starlight bras and girdles will make you feel "heavenly" with their patented inner control, whatever that is. This one features circle stitching on the undercup.

I don't care about my bra making me feel lovely, witchy, or heavenly. I just want it to be comfortable!

4 comments:

puddin said...

At what age do we consider comfort over "stylish" or "bewitching"???

Mandi said...

lol. I'm pretty sure none of those was comfortable!

Patricia said...

I’ve never come across a Starlight bra or girdle before that I can recall –familiar style of bra though. I love the old ads, especially descriptive ones.
“…glorify your figure.” LOL

lori said...

I have a friend who has never been fitted for a bra. She thinks all bras are miserable. I keep telling her she's gotta go in for a real fit and buy something with actual elastic in it on the sides on the straps. She doesn't believe me.

A good bra is tough to find.

Post a Comment