Yesterday’s post featured a Glamour magazine article from March 1956. The article described the trend of bras and girdles in pastel colors. A bra brand named Hollywood V-ette was reference in the article. Here is an ad for the Hollywood Maxwell V-ette bra from the same issue of Glamour.
Soft, shadowed shades for a bra that shapes you surely
The brand of 1956 bras came in candlelight colors: pink, blue, lavender, yellow, green and beige. It sold for $5.95 for A, B, and C cups. However, a D cup was a bit more at $7.50.
The tagline, “The Wizard of Bras” was part of the branding. Here is another ad. This one is from the May 1956 issue of Charm magazine. Note the creepy vibe of the blurred figure of a wizard in the background in both ads.
In earlier years, Hollywood V-ette marketed its so-called Whirlpool bra seen here in a ad from the April 1953 issue of Today’s Woman magazine. Note the difference in styling and branding.
It is also interesting to note the slight difference in the bra design. The 1956 ad shows a lacy feminine bra with a more natural shape. This is perhaps the beginning of the departure of the bullet style of bra which was present throughout the decade.
More About the Hollywood Maxwell V-ette brand
A quick search for Hollywood Maxwell V-ette revealed an interesting fun fact. A Hollywood Maxwell store was part of Disneyland’s original main street in the mid-century.
In case you wanted to try a bullet bra for yourself, here’s a posting from a vintage store selling an original V-ette
Mid-Century Page 
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