Today’s post comes to us from the February 1949 issue of McCalls magazine. We see a women reading while laying on a couch dressed only in a bra, girdle, and stockings. The topic? How to look better even if you aren’t perfect. Specifically, how to use Formfit’s line of bras and girdles to “Lift, Mold, Correct, Hold”.
Her figure may be more perfect than yours, but she has discovered what millions of other lovely women already know, that the look for figure-perfection is now possible.
Since today starts the proverbial “new year – loose weight – be better” season, we thank this 75 year old ad for making us realize how much things change, but stay the same. Thankfully most of us are no longer worried about lifting, molding, correcting, and holding our overweight bodies. However, we do look to others to inspire us to do better.
According to the ad, bras were $1.25 in 1949 while a girdle would set you back $7.50. A quick search on Amazon reveals that an every day bra costs about $50 while a shaping undergarment (yes, girdles are a thing) costs about $100.
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