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The history of bras (brassières; variously pronounced) is closely tied to the social status of women, the evolution of fashion, and shifting views of the female body over time. Throughout history, women have used various garments to support, cover, restrain, reveal, enhance, or modify the appearance of their breasts .
Bras are not universally worn around the world; in some developing countries bras may cost up to 10–30 hours of a woman's wages, making them unaffordable to most of the population. [146] [147] [148] As of 2011, women in Fiji needed to pay up to a week's wages for a new bra. [149] Bras are highly prized at second-hand markets in West Africa.
The push-up bra and exaggerated cleavage became popular in the 1990s. In 1992, the bra and girdle industry in America posted sales of over US$1 billion. [118] The Wonderbra brand, which had existed elsewhere, entered the U.S. market in 1994 with a newly designed, cleavage-enhancing bra.
Laura Tempesta, bra expert and founder of bra manufacturer Bravolution, stated, "Lifted breasts are considered attractive in our culture which is why bra-wearing is a cultural development." [ 60 ] Women feel pressured to wear bras because society expects their breasts to "stay firm and in the right position", or that if they are braless, it ...
Ida Rosenthal (née Kaganovich; January 9, 1886 – March 29, 1973) was a Belarusian-born American dressmaker and businesswoman who co-founded Maidenform.Ida is considered to be the creator of the modern bra and her company Maidenform went on to become the most successful bra manufacturer in the world.
Women in six U.S. states are now effectively allowed to be topless in public, according to a new ruling by the U.S. 10th Circuit Court of Appeals.. The decision stems from a multiyear legal battle ...
Push-up bras weren’t new, of course — one of the earliest padded bras dates back to 1948. The Wonderbra brand, which dates back to the late 1930s as an offering from the Canadian Lady Corset ...
Gossard is a Nottingham-based brand and manufacturer of women's undergarments and hosiery. [1] Founded in the early 20th century in Chicago as H. W. Gossard Co., it expanded quickly, flourishing in the 1920s.