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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.
Kestos' bra was the first commercially produced brassiere that had two distinct and defined cups [8] and "the Kestos" became a generic trademark bra. [9] [10] [11] Kestos was distributed in the US, [12] UK, Canada, Australia, France as well as some other European countries [13] and was popular through the 1930s, 1940s and into the early 1950s ...
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.
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.
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