Not all 1950’s bras were bullet bras. This 1956 ad from Jantzen effectively shows off their line of décolleté bras. Simply put, a décolleté is a strapless dress with a low cut. Here the bra is the silent partner that makes a dress or gown look stunning.
The ad is one of several Jantzen bra ads found in my collection of mid-century women’s magazine. This one comes from the pages of the May 1956 edition of Charm magazine. Charm’s tagline was “The Magazine for Women who Work”. The magazine is a gem with some fun ads. It is a good representation of what a young unmarried woman living in a big city might read.
Another Jantzen ad comes from the March 1956 edition of Glamour magazine. This magazine would cater to the same readers as Charm. Both of these fashion magazines are filled with ads and articles for bras, girdles, slips, and stockings. All of these markets were big business in the mid-century and young, unmarried working women were their target audience.
This one is featuring their line of Curvallure bras. The corset-style is called a Bra-lette and sold for $15. The bandeau sold for $5.95.
There were so many more mid-century ads for bras and girdles that I want to share. Tomorrow we’ll leave Jantzen behind and look at the fun and interesting campaign of one of their competitors – Maidenform.
Mid-Century Page 
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