This image of a mid-century woman drinking a cup of coffee while wearing only a bra comes to us from the September 1951 edition of McCalls magazine. The pin-up style drawing is an example of a classic 1950’s ad for a necessity of readers of McCalls – the bra. FormFit would have been an ad campaign in the 1950’s that the fictional Don Draper would most desire. Imagine the ad team brainstorming the concept of “Triple Fit”.
Called the “Triple Fit”, Formfit boasted of three measurements: bust size, cup size, and separation. Choose from wide, medium or narrow.
See the thrilling difference Life Bra’s “Triple Fit” makes in glamor!
Bras were big business in the mid-century and the competition was fierce. Pick up any magazine from the Mad Men era and find ads from an assortment of foundation brands. We’ll spend the next few weeks looking at these brands.
Meanwhile, stay tuned for more examples of Formfit undergarment ads from American women’s magazines published in the 1940’s, 50’s, and 60’s.
Mid-Century Page 
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