Supporting women for a century
By JASON ASHLEY WRIGHT World Scene Writer
11/20/2007
Oklahoma’s not the only American icon to turn 100. This fall, the bra celebrated a century of supporting women around the world.
Women had been wearing undergarments and various unmentionables for centuries, of course. But the bra didn’t evolve into some semblance of how we know it today until the ’20s, thanks to Ida and William Rosenthal, and Enid Bisset, who created Maidenform, said Norah Alberto, senior style director for the company, during a recent phone interview.
Here are a few highlights in bra history, according to Lycra, and Maidenform and Lilyette bras, as well as Fashion Era’s Web site:
1907: The term “brassiere” was introduced by Vogue magazine. It’s French for “upper arm.”
1922: The Rosenthals and Bisset create a bandeau with cups that separate the breasts. Four years later, their company, Maidenform, patents the “Original Uplift Brassiere.”
1939: “Bra” is added to the dictionary.
1942: Adjustable bra strap fasteners are patented.
1949: The classic bullet bra, also called the chansonette, is introduced. Your granddad may remember it as the classic Jane Russell sweater-girl bra.
1959: Lycra is invented, paving the way for more comfortable fits in undergarments.
1960s: The bra falls out of favor among some women, who take to trashing them in protest.
1970s: Advancements continue to be made in the shaping and comfort of bras.
1990: During her “Blonde Ambition” tour, Madonna wore a Jean- Paul Gaultier corset with ice cream coned, circular-stitched cups.
2006: In just 10 years, the average bra sizes bumps up from 34B to 36C.
